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AN ALTERNATIVE APPROACH TO MEDIA DISPLACEMENT STUDY: SELECTIVE DISPLACEMENT BASED ON THE NEWS CONTENT
Unformatted Document Text:  Media Displacement 15 who functionally displaced the older media with the Internet are less satisfied with the older media, especially in such content areas as politics, business and finance, and community. The demographic patterns of media displacement by the Internet are in accordance with the pattern of Internet use. Research has found that younger people who are men with levels of education and income higher than average are more likely to use the Internet than those who are women and old with less education and income. The results of this study suggest that once a new medium emerges, some of its users, but not all, would displace their former primary news source with the new medium. Therefore, use of a new medium can lead to media displacement, but only to a certain extent. One possible explanation for this relationship would be that once people start using a new medium they can compare it with the older media in terms of the goal achievement function in the MSD theory. If they find the new medium is better than the older media to accomplish a certain function they displace the older media with the new medium. The results of ANOVA examining the effects of news attention on media displacement suggest that displacement can be predicted by the attention paid to specific news stories. Specifically, those who pay less attention to news concerning local government, region, community, consumer, health, and crime are more likely to displace the older media with the Internet. Based on this result, an inference can be made about the function of Internet use for those who pay a great deal of attention to the same types of news over time. They use the Internet as an additional information source. In this case, the Internet supplements for the older media. That is, some Internet users go online to acquire news that add to the information they have obtained from the older media. The results of ANOVA examining the effects of news satisfaction on media displacement suggest that low satisfaction with specific content areas of news can predict media displacement.

Authors: Jeong, Irkwon. and Li, Zhan.
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Media Displacement
15
who functionally displaced the older media with the Internet are less satisfied with the older
media, especially in such content areas as politics, business and finance, and community.
The demographic patterns of media displacement by the Internet are in accordance with
the pattern of Internet use. Research has found that younger people who are men with levels of
education and income higher than average are more likely to use the Internet than those who are
women and old with less education and income. The results of this study suggest that once a
new medium emerges, some of its users, but not all, would displace their former primary news
source with the new medium. Therefore, use of a new medium can lead to media displacement,
but only to a certain extent. One possible explanation for this relationship would be that once
people start using a new medium they can compare it with the older media in terms of the goal
achievement function in the MSD theory. If they find the new medium is better than the older
media to accomplish a certain function they displace the older media with the new medium.
The results of ANOVA examining the effects of news attention on media displacement
suggest that displacement can be predicted by the attention paid to specific news stories.
Specifically, those who pay less attention to news concerning local government, region,
community, consumer, health, and crime are more likely to displace the older media with the
Internet. Based on this result, an inference can be made about the function of Internet use for
those who pay a great deal of attention to the same types of news over time. They use the
Internet as an additional information source. In this case, the Internet supplements for the older
media. That is, some Internet users go online to acquire news that add to the information they
have obtained from the older media.
The results of ANOVA examining the effects of news satisfaction on media displacement
suggest that low satisfaction with specific content areas of news can predict media displacement.


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