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AN ALTERNATIVE APPROACH TO MEDIA DISPLACEMENT STUDY: SELECTIVE DISPLACEMENT BASED ON THE NEWS CONTENT
Unformatted Document Text:  Media Displacement 12 We conducted ANOVA analyses for examining the differences among the three Internet user groups as effects of demographic variables, news attention, and news satisfaction associated with the use of the older media since Internet use. The demographic variables in the ANOVA model include age, sex, education, and income. News attention was measured by asking the respondents, “Please tell me how closely you follow [this type of news] either in the newspaper, on television, or on radio?” (Scale: 1= not at all closely; 2= not very closely; 3= somewhat closely; 4= very closely). The news content of this measurement include politics, sports, business and finance, international affairs, local government, religion, community, entertainment, consumer news, science and technology, health, crime, and culture and arts. News satisfaction was measured by asking the respondents, “How satisfied are you with the media’s coverage of news about [this type of news]? (Scale: 1= not at all satisfied; 2= not too satisfied; 3= fairly satisfied; 4= very satisfied). The news content for this measurement includes politics, business and finance, community, and health. Findings To examine how differently Internet use influences older media use in different demographic groups (RQ1), we conducted a one-way ANOVA analysis. Table 2 shows the means of three out of four demographic variables are significantly different among the three Internet user groups. The displacement and complementary groups are younger than unchanged groups (F=7.819, p< .001), indicating that the younger the age the more susceptible people are to the influence of the Internet over the older media.

Authors: Jeong, Irkwon. and Li, Zhan.
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Media Displacement
12
We conducted ANOVA analyses for examining the differences among the three Internet
user groups as effects of demographic variables, news attention, and news satisfaction associated
with the use of the older media since Internet use. The demographic variables in the ANOVA
model include age, sex, education, and income.
News attention was measured by asking the respondents, “Please tell me how closely you
follow [this type of news] either in the newspaper, on television, or on radio?” (Scale: 1= not at
all closely; 2= not very closely; 3= somewhat closely; 4= very closely). The news content of this
measurement include politics, sports, business and finance, international affairs, local
government, religion, community, entertainment, consumer news, science and technology,
health, crime, and culture and arts.
News satisfaction was measured by asking the respondents, “How satisfied are you with
the media’s coverage of news about [this type of news]? (Scale: 1= not at all satisfied; 2= not too
satisfied; 3= fairly satisfied; 4= very satisfied). The news content for this measurement includes
politics, business and finance, community, and health.
Findings
To examine how differently Internet use influences older media use in different
demographic groups (RQ1), we conducted a one-way ANOVA analysis. Table 2 shows the
means of three out of four demographic variables are significantly different among the three
Internet user groups. The displacement and complementary groups are younger than unchanged
groups (F=7.819, p< .001), indicating that the younger the age the more susceptible people are to
the influence of the Internet over the older media.


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