Onlajn diverzitet
Online Diversity

Summary/Abstract: A focal point of this paper is understanding and measuring diversity in the contemporary media landscape. If we want to gauge media diversity more broadly, we need to understand the large and increasingly important contribution that the Internet makes to that diversity. Yet the nature of the Internet makes discussions of online diversity more difficult than similar discussions about other media. The paper will point to distinguish between diversity of outlets, and diversity of usage between the number of media voices that are theoretically available, and the number of voices that citizens actually hear. This distinction is particularly important in the online world. This paper will point argues against much of the contemporary consensus about the Internet as a „narrowcasting“ medium, and offers a very different perspective on the amount of diversity that the Internet adds to the larger media environment. Online diversity is astonishingly shallow. Despite the vastness of online content – or, more accurately, because of it – web users cluster tightly around a small number of successful sites; in almost every niche, a handful of web sites get more traffic than all of the rest combined.

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