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AN ALTERNATIVE APPROACH TO MEDIA DISPLACEMENT STUDY: SELECTIVE DISPLACEMENT BASED ON THE NEWS CONTENT
Unformatted Document Text:  Media Displacement 9 overlapping between old and new media, and news can be the most overlapping content between the older media (newspaper and television) and the Internet. Focusing on news content, we examine the effect of Internet use on older media use and the existence of media displacement in three domains: demographic differences, news attention, and news satisfaction. First, demographic variables were repeatedly found as significant predictors of displacement in previous research. In addition, high correlation between Internet use and some demographic variables was found in previous literature. According to Stempel and associates (2000), the dominant Internet users are on the whole white males who are more educated and with higher levels of income than average. Younger people use the Internet more than the older (Baldwin, Barrett, & Bates, 1992; Shah, McLeod, & Yoon, 2001). Literature suggested that media displacement occurs to some extent whenever a new medium is introduced. It would be because a new medium usually involves an advanced technology to fulfill a certain function of the existing media. Therefore, we expect Internet use influences older media use differently for those who use the Internet more than average and for those who less use. RQ1: How differently does the use of the Internet influence the use of the older media for different demographic groups? Recent research suggested that motivations and interests lead to the selection of a set of information sources (Reagan, 1996). In addition, Internet users are relatively active audience because using the Internet demands certain amount of attention (Lee & Kuo, 2002). Therefore, those who use the Internet more than average for specific information can be considered more interested in and attentive to the information than those who do not.

Authors: Jeong, Irkwon. and Li, Zhan.
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Media Displacement
9
overlapping between old and new media, and news can be the most overlapping content between
the older media (newspaper and television) and the Internet.
Focusing on news content, we examine the effect of Internet use on older media use and
the existence of media displacement in three domains: demographic differences, news attention,
and news satisfaction. First, demographic variables were repeatedly found as significant
predictors of displacement in previous research. In addition, high correlation between Internet
use and some demographic variables was found in previous literature. According to Stempel and
associates (2000), the dominant Internet users are on the whole white males who are more
educated and with higher levels of income than average. Younger people use the Internet more
than the older (Baldwin, Barrett, & Bates, 1992; Shah, McLeod, & Yoon, 2001). Literature
suggested that media displacement occurs to some extent whenever a new medium is introduced.
It would be because a new medium usually involves an advanced technology to fulfill a certain
function of the existing media. Therefore, we expect Internet use influences older media use
differently for those who use the Internet more than average and for those who less use.
RQ1: How differently does the use of the Internet influence the use of the older media for
different demographic groups?
Recent research suggested that motivations and interests lead to the selection of a set of
information sources (Reagan, 1996). In addition, Internet users are relatively active audience
because using the Internet demands certain amount of attention (Lee & Kuo, 2002). Therefore,
those who use the Internet more than average for specific information can be considered more
interested in and attentive to the information than those who do not.


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