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AN ALTERNATIVE APPROACH TO MEDIA DISPLACEMENT STUDY: SELECTIVE DISPLACEMENT BASED ON THE NEWS CONTENT
Unformatted Document Text:  Media Displacement 1 AN ALTERNATIVE APPROACH TO MEDIA DISPLACEMENT STUDY: SELECTIVE DISPLACEMENT BASED ON THE NEWS CONTENT It has long been studied how the introduction of a new medium impacts older forms of media. Past research found that some portion of consumers of the older media move to a new medium when it is introduced, which is called “media displacement.” The main purpose of past research on the phenomenon of media displacement was to observe and explain changes in simple time spending on a specific medium since a new medium was introduced. Scholars claim that the change in the time of media use is an outcome of functional displacement. That is, individuals fulfill their goals by using a new medium, which provide the same function as the older media. This paper will propose a new approach to media displacement studies with a special focus on news content to examine which areas of news of the older media, e.g., television and newspapers, have been displaced by the new medium, e.g., the Internet, and which have not. Introduction of the Internet and media displacement In 1995, five million Americans were connected to the Internet. Fifty million Americans, or ten times the amount four years ago, have access to the Web in 1999 (Stempel, Hargrove, & Bernt, 2000) and 165 million in 2001 (Nielsen//NetRatings, 2001). Did the introduction of the Internet affect the usage and functions of existing media? Did the Internet displace the older media as an information source? The answer, unfortunately, was not clear in the past media displacement research. The basic model of time displacement assumes a zero-sum relationship for the amount of time invested in various activities because the amount of time available for the consumption of

Authors: Jeong, Irkwon. and Li, Zhan.
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Media Displacement
1
AN ALTERNATIVE APPROACH TO MEDIA DISPLACEMENT STUDY: SELECTIVE
DISPLACEMENT BASED ON THE NEWS CONTENT
It has long been studied how the introduction of a new medium impacts older forms of
media. Past research found that some portion of consumers of the older media move to a new
medium when it is introduced, which is called “media displacement.” The main purpose of past
research on the phenomenon of media displacement was to observe and explain changes in
simple time spending on a specific medium since a new medium was introduced. Scholars claim
that the change in the time of media use is an outcome of functional displacement. That is,
individuals fulfill their goals by using a new medium, which provide the same function as the
older media. This paper will propose a new approach to media displacement studies with a
special focus on news content to examine which areas of news of the older media, e.g., television
and newspapers, have been displaced by the new medium, e.g., the Internet, and which have not.
Introduction of the Internet and media displacement
In 1995, five million Americans were connected to the Internet. Fifty million Americans,
or ten times the amount four years ago, have access to the Web in 1999 (Stempel, Hargrove, &
Bernt, 2000) and 165 million in 2001 (Nielsen//NetRatings, 2001). Did the introduction of the
Internet affect the usage and functions of existing media? Did the Internet displace the older
media as an information source? The answer, unfortunately, was not clear in the past media
displacement research.
The basic model of time displacement assumes a zero-sum relationship for the amount of
time invested in various activities because the amount of time available for the consumption of


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