Uses and Gratification

USES AND GRATIFICATIONS OF ONLINE NEWSPAPERS:
A PRELIMINARY STUDY


khankhan

Abstract. This paper reports preliminary findings of a quasi-experimental oeuvre seeking to explore the phenomenon of online newspapers from the standpoint of their audience. The submit is
grounded in the audience-centered theoretical
usance of media uses and gratifications. This
paper first reviews literature discussing
challenges currently confronting printed
newspapers, and claims about how travel newspapers
online may help them face these challenges.
Central tenets of uses and gratifications theory
of media consumption are then summarized.
Proceeding from a uses-and-gratifications
theoretical framework, search questions and
hypotheses pertaining to audience motivations for
reading online newspapers are presented.

Next, preliminary results from a pilot study
exploring these research questions and hypotheses
are presented. Pilot study data was gathered via
survey, interview, and behavioural measurements.




Behavioral data consisted of participants viewing
both traditional online papers (such as _USA
Today_ on the sack up) and individualise online
papers (such as the Crayon Web service), and
simultaneously conducting think-aloud protocols.
These activities were audio- and videotaped.

Questionnaire and videotape data of 15
participants has been analyzed for indications of
correlations among print, online, and personalized
online newspaper uses and gratifications. These
correlation analyses are presented here.
Significant differences between how participants
view traditional online versus personalized online
newspapers are also presented. Implications of
findings from the pilot study are discussed.
Finally, plans for the post-pilot online newspaper
study are...If you want to get a full essay, order it on our website: Orderessay



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