Are News Media Substitutes? Gratifications, Contents, and Uses
- 15 September 2011
- journal article
- research article
- Published by Informa UK Limited in Journal of Media Economics
- Vol. 24 (3), 139-157
- https://doi.org/10.1080/08997764.2011.601974
Abstract
Internet is generally expected to have one of two effects on traditional news media: It displaces them, or it forces them into distinct market niches. A shared assumption underlying both expectations is that news media displacement, or substitution, is a function of the degree to which news media are functional equivalents. This article explores this assumption from a niche theoretical perspective, using survey data from 2 student samples as illustrative cases. Findings indicate that, for these students, news media substitution does not depend on functional equivalence of media in providing gratifications and gratification opportunities or types of content. Post hoc analyses suggest instead that, for this particular audience, media use depends on habit and media accessibility. Follow-up studies should further investigate these relations for representative samples.Keywords
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