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M edia market and media-related inequalities in society have been intensively discussed in academia. Yet it is unclear if the online media market environment reproduces existing inequalities, smoothens them or even creates new ones among media offerings and users, potentially reinforcing a social divide. In this study, we test to which extent inequalities found are truly digital-induced or reproduced from offl ine context using the German Longitudinal IntermediaPlus 2014-2016 dataset and descriptive statistics. Based on an integrative analysis we combine the perspectives of German media offerings (supply side) and media audiences (demand side). We rely on the comparison of the genre portfolios of offl ine-originated and online-born media offerings to evaluate inequalities in the German online media market, based on past research, assuming that offl ine-originated media providers primarily replicate their strategic product portfolio from the offl ine media market to the online media market. Using the media providers' origin, we identify a typology of offl ine-originated and onlineborn media offerings. For inequalities in media use and potentially resulting social divides we refer to research on the knowledge gap hypothesis and digital
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Kampes et al. (2020) studied this question.
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