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The long tail model and niche journalism in South Africa: A case study
Thesis (MA)--Stellenbosch University, 2023.
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| Other Authors: | |
| Format: | Thesis |
| Language: | en_ZA |
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Stellenbosch : Stellenbosch University
2023
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| _version_ | 1867613828004446208 |
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| access_status_str | Open Access |
| author | Goff, Edward Vincent |
| author2 | Rabe, Lizette |
| author_browse | Goff, Edward Vincent Rabe, Lizette |
| author_facet | Rabe, Lizette Goff, Edward Vincent |
| author_sort | Goff, Edward Vincent |
| collection | Thesis |
| dc_rights_str_mv | Stellenbosch University |
| description | Thesis (MA)--Stellenbosch University, 2023. |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/127010 |
| institution | Stellenbosch University (South Africa) |
| language | en_ZA |
| last_indexed | 2026-06-10T12:42:19.474Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | Stellenbosch : Stellenbosch University |
| publisherStr | Stellenbosch : Stellenbosch University |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/127010 The long tail model and niche journalism in South Africa: A case study Goff, Edward Vincent Rabe, Lizette Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism. Online journalism -- South Africa Advertising -- Media planning -- South Africa Journalism, Commercial -- South Africa Digital media -- Case studies Web sites Niche market -- Case studies UCTD Thesis (MA)--Stellenbosch University, 2023. ENGLISH ABSTRACT: news media’s shift from print to digital media has made the use of news websites increasingly significant. One theory that has been applied to news websites is the long tail theory, which has been credited for the success of retail websites such as Amazon.com. The concept of the long tail phenomenon challenges the traditional approach to business by suggesting that niche products or news content could become more profitable than the popular products if people are able to easily find them. There is still a lack of research in terms of the long tail phenomenon in South Africa. Thus, the aim for this study was to examine the possible presence of the long tail phenomenon in South African online news media by analysing three South African news websites, namely, news24.com, iol.co.za, and timeslive.co.za. Data was collected by examining the navigational menus of each website as well as through the online software programme Ubersuggest. The results of the study demonstrated that the traffic generated by niche news content was inconsistent across the websites, lacking any conclusive trend towards a long tail. In some instances, it emerged that general news topics generated more traffic and potentially more profit than niche news content. The study also took into consideration engagement theory to contextualise the way people interact with websites and news media. Although inconclusive results emerged from the study, several limitations were identified, which could be addressed by future research such as larger data sets or more websites. AFRIKAANSE OPSOMMING: Die nuusmedia se verskuiwing van druk na digitale media het die gebruik van nuuswebwerwe toenemend betekenisvol gemaak. Een teorie wat op nuuswebwerwe toegepas is, is die langstert-teorie, waaraan die sukses van kleinhandelbedrywe soos Amazon.com toegeskryf word. Die konsep van die langstert-verskynsel daag die tradisionele benadering tot besigheid uit, deur voor te stel dat nisprodukte of nuusinhoud winsgewender as gewilde produkte kan word indien mense dit maklik kan vind. In terme van Suid-Afrikaanse nuuswebwerwe is daar steeds ’n gebrek aan navorsing oor die langstertmodel. Derhalwe was die doel van hierdie studie om die moontlike teenwoordigheid van die langstert-verskynsel in Suid-Afrikaanse aanlyn-nuusmedia te ondersoek deur drie Suid-Afrikaanse nuuswebwerwe, naamlik news24.com, iol.co.za, en timeslive.co.za te ontleed. Data van elke webwerf is versamel deur die navigasiekieslyste van elkeen, asook deur die aanlyn-sagteware-program, Ubersuggest, te ondersoek. Die resultate van die studie van verkeer wat deur nisnuusinhoud oor die webwerwe gegenereer word, toon inkonsekwentheid, sonder enige afdoende bewys van ’n neiging tot ’n langstert. In sommige gevalle het dit na vore gekom dat algemene nuusonderwerpe meer verkeer en potensieel meer wins as nisnuusonderwerpe gegenereer het. Die studie het ook betrokkenheidsteorie (engagement theory) in ag geneem om die manier waarop mense met webwerwe en nuusmedia omgaan, te kontekstualiseer. Alhoewel geen afdoende gevolgtrekkings uit die studie na vore gekom het nie, is verskeie beperkings geïdentifiseer wat deur toekomstige navorsing, soos groter datastelle of meer webwerwe, aangespreek kan word. Masters 2023-02-17T11:10:17Z 2023-05-18T06:59:59Z 2023-02-17T11:10:17Z 2023-05-18T06:59:59Z 2023-03 Thesis http://hdl.handle.net/10019.1/127010 en_ZA Stellenbosch University iv, 64 pages : illustrations application/pdf Stellenbosch : Stellenbosch University |
| spellingShingle | Online journalism -- South Africa Advertising -- Media planning -- South Africa Journalism, Commercial -- South Africa Digital media -- Case studies Web sites Niche market -- Case studies UCTD Goff, Edward Vincent The long tail model and niche journalism in South Africa: A case study |
| title | The long tail model and niche journalism in South Africa: A case study |
| title_full | The long tail model and niche journalism in South Africa: A case study |
| title_fullStr | The long tail model and niche journalism in South Africa: A case study |
| title_full_unstemmed | The long tail model and niche journalism in South Africa: A case study |
| title_short | The long tail model and niche journalism in South Africa: A case study |
| title_sort | long tail model and niche journalism in south africa a case study |
| topic | Online journalism -- South Africa Advertising -- Media planning -- South Africa Journalism, Commercial -- South Africa Digital media -- Case studies Web sites Niche market -- Case studies UCTD |
| url | http://hdl.handle.net/10019.1/127010 |
| work_keys_str_mv | AT goffedwardvincent thelongtailmodelandnichejournalisminsouthafricaacasestudy AT goffedwardvincent longtailmodelandnichejournalisminsouthafricaacasestudy |