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The Diffusion of an Online Community Newspaper Among College Students
Unformatted Document Text:  Diffusion Online News 5 Lin, Salwen, and Abdulla (2003) examined audience motives of online and printed newspapers. The authors determined that audience members scan online news while print is skimmed. Scanning involves learning from the information being reviewed, while skimming is a surveillance function. In a short period of time and with the recent changes in the print news industry, people have been choosing to only read online. Stempel, Hargrove and Bernt (2000) concluded that online news consumption was not responsible for a decline in news consumption overall. Since that time and based on the recent Pew data, that relationship appears to have changed. Uses and gratifications research has frequently been used to examine the active audience member (Ruggiero, 2000). The Internet and the web version of a newspaper require active use by audience members and more free choice than a traditional newspaper. Tewksbury and Althaus (2000) determined that readers of online versions of a newspaper could potentially be less informed about national stories, international stories, and politically important stories. This was based on an experimental study of online and print readers of The New York Times. The authors did note that audience members had more control over which content they selected to read, which might be problematic for online only readers. Community members concerned with local content display a narrower range of interests when reading news stories. Community News Community newspapers are an important aspect of suburban life. According to Friedland and McLeod (1999), community newspapers can build ties within the community, and bring community members together for community activities. Janowitz identified (1967) the characteristics that lead people to read community newspapers. The attributes were feeling more settled in a community, being active in the community, feeling more attached to the community,

Authors: Hunt, Daniel., Atkin, David. and Kowal, Chris.
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Diffusion Online News 5
Lin, Salwen, and Abdulla (2003) examined audience motives of online and printed 
newspapers.  The authors determined that audience members scan online news while print is 
skimmed.  Scanning involves learning from the information being reviewed, while skimming is a 
surveillance function.  In a short period of time and with the recent changes in the print news 
industry, people have been choosing to only read online.  Stempel, Hargrove and Bernt (2000) 
concluded that online news consumption was not responsible for a decline in news consumption 
overall.  Since that time and based on the recent Pew data, that relationship appears to have 
changed.
Uses and gratifications research has frequently been used to examine the active audience 
member (Ruggiero, 2000).  The Internet and the web version of a newspaper require active use 
by audience members and more free choice than a traditional newspaper.  Tewksbury and 
Althaus (2000) determined that readers of online versions of a newspaper could potentially be 
less informed about national stories, international stories, and politically important stories.  This 
was based on an experimental study of online and print readers of The New York Times.  The 
authors did note that audience members had more control over which content they selected to 
read, which  might be problematic for online only readers. Community members concerned with 
local content display a narrower range of interests when reading news stories.
Community News
Community newspapers are an important aspect of suburban life.  According to Friedland 
and McLeod (1999), community newspapers can build ties within the community, and bring 
community members together for community activities.  Janowitz identified (1967) the 
characteristics that lead people to read community newspapers.  The attributes were feeling more 
settled in a community, being active in the community, feeling more attached to the community, 


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