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The Diffusion of an Online Community Newspaper Among College Students
Unformatted Document Text:  Diffusion Online News 4 followed by the campus newspaper (Diddi & LaRose, 2006). College students who are more involved in campus activities are more likely to read the college newspaper (Collins, 2003). News consumption among college students has thus been of interest to both practitioners and scholars alike (Jeffres & Atkin, 1996). As online news replaces traditional news sources, we can obtain clues about the adoption process for online community newspapers by studying college students. Guided by uses and gratifications theory and diffusion theory, a path model of online community news adoption was tested to determine the role of community attachment, use of interactive features, perceived credibility, and perceived satisfaction in predicting the diffusion of online community news. Uses and Gratifications Uses and gratification theory is a perspective focusing on individual uses and choices (Rubin, 2002). This perspective examines how people use the media, messages, or a medium. Katz, Blumler, and Gurevitch (1974) explain that uses and gratifications research is concerned with the “social and psychological origins of needs, which generate expectations of the mass media or other sources which leads to differential patterns of media exposure…resulting in need gratifications and other consequences” (p.510). Uses and gratification theory attempts to explain the ways in which people use the media to satisfy needs and goals (Katz et al., 1974). Rubin (2002) outlined five assumptions of the uses and gratifications perspective that are particularly germane to the current research. Communication behavior is goal-directed, purposive, and motivated; people select and use media to satisfy their needs and desires; social and psychological factors guide, filter, or mediate communication behavior; media compete with other forms of communication (such as interpersonal); people are typically more influential than the media.

Authors: Hunt, Daniel., Atkin, David. and Kowal, Chris.
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Diffusion Online News 4
followed by the campus newspaper (Diddi & LaRose, 2006).  College students who are more 
involved in campus activities are more likely to read the college newspaper (Collins, 2003). 
News consumption among college students has thus been of interest to both practitioners and 
scholars alike (Jeffres & Atkin, 1996).
As online news replaces traditional news sources, we can obtain clues about the adoption 
process for online community newspapers by studying college students.  Guided by uses and 
gratifications theory and diffusion theory, a path model of online community news adoption was 
tested to determine the role of community attachment, use of interactive features, perceived 
credibility, and perceived satisfaction in predicting the diffusion of online community news.
Uses and Gratifications
Uses and gratification theory is a perspective focusing on individual uses and choices 
(Rubin, 2002).  This perspective examines how people use the media, messages, or a medium. 
Katz, Blumler, and Gurevitch (1974) explain that uses and gratifications research is concerned 
with the “social and psychological origins of needs, which generate expectations of the mass 
media or other sources which leads to differential patterns of media exposure…resulting in need 
gratifications and other consequences” (p.510).   Uses and gratification theory attempts to 
explain the ways in which people use the media to satisfy needs and goals (Katz et al., 1974).  
Rubin (2002) outlined five assumptions of the uses and gratifications perspective that are 
particularly germane to the current research.  Communication behavior is goal-directed, 
purposive, and motivated; people select and use media to satisfy their needs and desires; social 
and psychological factors guide, filter, or mediate communication behavior; media compete with 
other forms of communication (such as interpersonal); people are typically more influential than 
the media.   


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