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AN ALTERNATIVE APPROACH TO MEDIA DISPLACEMENT STUDY: SELECTIVE DISPLACEMENT BASED ON THE NEWS CONTENT
Unformatted Document Text:  Media Displacement 16 That is, when people are not satisfied with news from existing sources they seek a new source. It seems plausible that for topics which are complicated and demanding to understand, people are more likely to be unsatisfied with exiting information sources and therefore displace them with a new source. Another function of the new source lies in its enhancement of old source. Once people are motivated to seek information by a new source, they would go back to the older information source to fill the gap of the information. In this case, the new source complements the function of the older sources as we found in Internet users’ satisfaction with the older media for business and finance news. In conclusion, examining media displacement at the content level (types of news) instead of the medium level, helps us better understand the functional displacement phenomenon. If we apply this new approach to other content areas of the existing media such as music and advertising, we may be able to understand more completely the functional displacement phenomenon by the Internet. The approach of studying media displacement at the content level must be appropriate for further research endeavors. For example, by examining the differences of functions at the content level among the older media we can find clues as for why some media are more likely than other media to be displaced by the Internet. Some possible limitations, however, hindered further interpretation and explanation of the results. The possible limitations stemmed from two factors. First, the response rate for the question on the influence of Internet use over older media use is too low. Among 3,142 respondents of the survey, only 1,107 respondents provided answers to the question. In addition, the respondents are slightly skewed toward those who are men, more highly educated, and with

Authors: Jeong, Irkwon. and Li, Zhan.
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Media Displacement
16
That is, when people are not satisfied with news from existing sources they seek a new source. It
seems plausible that for topics which are complicated and demanding to understand, people are
more likely to be unsatisfied with exiting information sources and therefore displace them with a
new source.
Another function of the new source lies in its enhancement of old source. Once people
are motivated to seek information by a new source, they would go back to the older information
source to fill the gap of the information. In this case, the new source complements the function
of the older sources as we found in Internet users’ satisfaction with the older media for business
and finance news.
In conclusion, examining media displacement at the content level (types of news) instead
of the medium level, helps us better understand the functional displacement phenomenon. If we
apply this new approach to other content areas of the existing media such as music and
advertising, we may be able to understand more completely the functional displacement
phenomenon by the Internet.
The approach of studying media displacement at the content level must be appropriate for
further research endeavors. For example, by examining the differences of functions at the
content level among the older media we can find clues as for why some media are more likely
than other media to be displaced by the Internet.
Some possible limitations, however, hindered further interpretation and explanation of
the results. The possible limitations stemmed from two factors. First, the response rate for the
question on the influence of Internet use over older media use is too low. Among 3,142
respondents of the survey, only 1,107 respondents provided answers to the question. In addition,
the respondents are slightly skewed toward those who are men, more highly educated, and with


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