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AN ALTERNATIVE APPROACH TO MEDIA DISPLACEMENT STUDY: SELECTIVE DISPLACEMENT BASED ON THE NEWS CONTENT
Unformatted Document Text:  Media Displacement 3 offers other gratifications (Van den Bulck & Van den Bergh, 2000). Grotta and Newsom (1982) found such a complementary relationship between cable television and television; they reported that cable television actually increased television use. Morgan and Gross (1983) suggest that television viewing can stimulate curiosity among children and lead to a higher level of reading activity. For another example, Robinson, Barth, and Kohut (1997) compared the respondents’ estimates of time spent on various media in 1994 and 1995 but found no significant evidence of time displacement. Years later, Robinson and associates suggested a more reinforcing or supplemental process by the emergence of a new medium based on the data of a 1998 Pew Center survey (Robinson, Kestnbaum, Neustadtl, & Albarex, 2000). Emergence of the Internet and displacement Recently, the Internet seems to have displaced existing media to some extent. James and associates (1995) found that the use of online media affected time spent with other media such as television, telephone, and newspaper. According to survey data from Pew Research Center in 1996, the decline in television news viewing is more prevalent among computer users (Robinson et al., 1997). Flanagin and Metzger (2000) noted that the Internet was used to get information more than were books, magazines, television, newspapers, telephone, or face-to-face communication. They suggested that information seeking was by far the strongest motive for Internet use. Displacement by the Internet occurs differently by medium. According to Kayany and Yelsma (2000), television viewing experienced the most time displacement as a result of online media, followed by telephone use. They also found that newspaper reading suffered

Authors: Jeong, Irkwon. and Li, Zhan.
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Media Displacement
3
offers other gratifications (Van den Bulck & Van den Bergh, 2000). Grotta and Newsom (1982)
found such a complementary relationship between cable television and television; they reported
that cable television actually increased television use. Morgan and Gross (1983) suggest that
television viewing can stimulate curiosity among children and lead to a higher level of reading
activity. For another example, Robinson, Barth, and Kohut (1997) compared the respondents’
estimates of time spent on various media in 1994 and 1995 but found no significant evidence of
time displacement. Years later, Robinson and associates suggested a more reinforcing or
supplemental process by the emergence of a new medium based on the data of a 1998 Pew
Center survey (Robinson, Kestnbaum, Neustadtl, & Albarex, 2000).
Emergence of the Internet and displacement
Recently, the Internet seems to have displaced existing media to some extent. James and
associates (1995) found that the use of online media affected time spent with other media such as
television, telephone, and newspaper. According to survey data from Pew Research Center in
1996, the decline in television news viewing is more prevalent among computer users (Robinson
et al., 1997). Flanagin and Metzger (2000) noted that the Internet was used to get information
more than were books, magazines, television, newspapers, telephone, or face-to-face
communication. They suggested that information seeking was by far the strongest motive for
Internet use.
Displacement by the Internet occurs differently by medium. According to Kayany and
Yelsma (2000), television viewing experienced the most time displacement as a result of online
media, followed by telephone use. They also found that newspaper reading suffered


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