Some studies demonstrate the riskiness of market concentration and advertising income for the media pluralism. However, to our knowledge rare researches address this question by linking market structure to business models and users’ information practices. This is the goal of our multidisciplinary collaborative project which attempts to explore the linkages between, on the one hand, evolution of industrial concentration, economic models and social practices in the media sector, and, on the other hand, the information pluralism in terms of content, sources and information presentation (P.Napoli, 2001). Another purpose of this project is methodological. It contributes to the development of innovative approaches in socio-economic framework of market analysis and in methods of linguistic representations and community dynamics.