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Yildirim, Tuba Pinar (2012) THE IMPACT OF ADVERTISING AND USER-GENERATED CONTENT ON MEDIA BIAS. Doctoral Dissertation, University of Pittsburgh. (Unpublished)

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This dissertation consists of two studies that investigate the impact of advertising and user-generated content on media bias. The first study analyzes how advertising revenues in addition to subscription revenues play a role in affecting the extent of media bias. When making advertising choices, advertisers evaluate both the size and the composition of the readership of the different outlets. The profile of the readers matters since advertisers wish to target readers who are likely to be receptive to their advertising messages. It is demonstrated that when advertising supplements subscription fees, it may serve as a polarizing or moderating force, contingent upon the extent of heterogeneity among advertisers in appealing to readers having different political preferences. When heterogeneity is large, each advertiser chooses a single outlet for placing ads (Single-Homing), and greater polarization arises in comparison to the case that media relies only on subscription fees for revenues. In contrast, when heterogeneity is small, each advertiser chooses to place ads in multiple outlets (Multi-Homing), and reduced polarization results. In the second study, a newspaper’s decision to expand its product line by adding an online edition that incorporates user-generated content and the impact of this decision on its slanting of news are investigated. It is demonstrated that adding an online edition results in reduced profits for competing newspapers in comparison to an environment in which they offer only print editions. However, at the equilibrium, each newspaper offers the online version in order to avoid losing market share to rivals.


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Item Type: University of Pittsburgh ETD
Status: Unpublished
CreatorsEmailPitt UsernameORCID
Yildirim, Tuba Pinartpy1@pitt.eduTPY1
ETD Committee:
TitleMemberEmail AddressPitt UsernameORCID
Committee CoChairGal-Or, Estheresther@katz.pitt.eduESTHER
Committee CoChairGeylani, Tansevtgeylani@katz.pitt.eduTAG12
Committee MemberInman, Jeffreyjinman@katz.pitt.eduJINMAN
Committee MemberSrinivasan,
Committee MemberJerath,
Date: 28 June 2012
Date Type: Publication
Defense Date: 24 April 2012
Approval Date: 28 June 2012
Submission Date: 30 April 2012
Access Restriction: 5 year -- Restrict access to University of Pittsburgh for a period of 5 years.
Number of Pages: 107
Institution: University of Pittsburgh
Schools and Programs: Joseph M. Katz Graduate School of Business > Business Administration
Degree: PhD - Doctor of Philosophy
Thesis Type: Doctoral Dissertation
Refereed: Yes
Uncontrolled Keywords: media bias, advertising, user-generated content
Date Deposited: 28 Jun 2012 17:20
Last Modified: 15 Nov 2016 13:57


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