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AN ALTERNATIVE APPROACH TO MEDIA DISPLACEMENT STUDY: SELECTIVE DISPLACEMENT BASED ON THE NEWS CONTENT
Unformatted Document Text:  Media Displacement 10 Scholars who adhere to the “active audience” perspective argue that people select media that more closely match their needs and interests. “Gratifications” researchers have applied this assumption to information source selection. For example, Rayburn, Palmgreen, & Acker (1984) proposed that news program selection is a “function of … the gratifications the audience member perceived he would obtain in watching a particular program, [compared to] some other similar program(s)” (p. 149). Those who are defined as active audience will easily change their primary news source if they think a new medium provides more gratifications. Therefore, we expect attention to certain areas of news content results in media displacement while attention to some other areas of news content does not lead to media displacement. RQ2: How differently does attention to certain areas of news content affect functional media displacement by Internet use between Internet dependents and non-Internet dependents? According to the MSD theory, audiences are dependent on media for goal satisfaction. Conceivably, if people are not satisfied with a medium they will not be dependent on that medium. They will find an alternative medium, which can fulfill their desired goals better than the previous one. In this case, those who are not satisfied with the older media are more likely to displace their primary news source with a new medium. Therefore, Internet dependents, those who use the Internet as their primary news source, are more likely to be unsatisfied with the older media such as newspaper, television, and radio. Regarding news content, Internet dependents will be unsatisfied with certain news content areas of the older media. RQ3: How are Internet dependents unsatisfied with the older media in different areas of the news content?

Authors: Jeong, Irkwon. and Li, Zhan.
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Media Displacement
10
Scholars who adhere to the “active audience” perspective argue that people select media
that more closely match their needs and interests. “Gratifications” researchers have applied this
assumption to information source selection. For example, Rayburn, Palmgreen, & Acker (1984)
proposed that news program selection is a “function of … the gratifications the audience member
perceived he would obtain in watching a particular program, [compared to] some other similar
program(s)” (p. 149). Those who are defined as active audience will easily change their primary
news source if they think a new medium provides more gratifications. Therefore, we expect
attention to certain areas of news content results in media displacement while attention to some
other areas of news content does not lead to media displacement.
RQ2: How differently does attention to certain areas of news content affect functional
media displacement by Internet use between Internet dependents and non-Internet
dependents?
According to the MSD theory, audiences are dependent on media for goal satisfaction.
Conceivably, if people are not satisfied with a medium they will not be dependent on that
medium. They will find an alternative medium, which can fulfill their desired goals better than
the previous one. In this case, those who are not satisfied with the older media are more likely to
displace their primary news source with a new medium. Therefore, Internet dependents, those
who use the Internet as their primary news source, are more likely to be unsatisfied with the
older media such as newspaper, television, and radio. Regarding news content, Internet
dependents will be unsatisfied with certain news content areas of the older media.
RQ3: How are Internet dependents unsatisfied with the older media in different areas of
the news content?


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