Use Of Traditional Media Research Articles

Relationships of media use to political cynicism and efficacy: A preliminary study of young South Korean voters

The role of mass media in political campaigns has been extensively studied in the United States, but there is little knowledge of how media influence the Korean political campaign process. This study focuses on young Korean voters and investigates the relationships of their media behaviour (use of traditional media and the Internet) to political cynicism and political efficacy. A pencil‐and‐paper survey was administrated to 297 students in a Korean university. The results of the hierarchical multiple regression analyses show that use of radio and the Internet for political information reduces cynicism, use of radio increases inefficacy, and use of newspapers lowers inefficacy. The findings also indicate that media content‐related negativism increases cynicism and decreases inefficacy.

Perceived gratifications of online media service use among potential users

As competition for audience revenues intensifies in the newly competitive media environment, programmers are hoping to harness the potential of the Internet. The present study explores potential online media service access in light of motivational factors, existing media use level, home communication technology infrastructure and demographic attributes. Findings indicate that perceived gratification expectation dimensions were strong predictors of likely online media service use. Although traditional media use was largely perceived as irrelevant to online media content access, online service was seen as a functional supplement to traditional media instead of a complement or displacement mechanism. An existing communication technology cluster in the home was not found to be predictive of likely online service adoption, as it might not have been deemed “functionally interdependent” of the online service. The younger babyboomers and post-babyboomers fit the profile of a likely online media service adopter, as characterized by their age and educational level.

The Net Generation

ABSTRACT Anecdotal evidence suggests that the cohort labeled the Net Generation is significantly different to previous generational groups, particularly in terms of their values, beliefs and buying behavior. This study examines the lifestyles, media habits and attitudes of a sample of teenagers and young adults. Four segments within the Net Generation cohort are identified. Differences between these groups with respect to their attitudes towards advertising and their use of traditional and interactive media are then discussed. Implications are drawn, limitations noted and directions for future research offered.

Teens' Use of Traditional Media and the Internet

<h3>Background and objectives</h3> Recovery of kidney function after the start of maintenance dialysis can occur, but data on the incidence and risk factors for restarting dialysis after recovery of kidney function in this population are limited. <h3>Design, setting, participants, &amp; measurements</h3> We conducted a retrospective study of adult Medicare beneficiaries who started dialysis between 2005 and 2015 according to the United States Renal Data System but who had recovery of kidney function (defined as a ≥90-day dialysis-free interval). We identified risk factors that were associated with the risk for the reinitiation of dialysis within a 3-year time frame following the recovery of kidney function and at any time during follow-up using Cox proportional hazards models. <h3>Results</h3> Of the 34,530 individuals previously on dialysis who had recovery of kidney function, 7217 (21%) restarted dialysis (absolute rate of 11.5 per 100 person-years) within 3 years of recovery of kidney function, and 9120 (26%) restarted dialysis during the entire follow-up period (absolute rate of 8.8 per 100 person-years). Among those with CKD stage 1 or 2 after recovery of kidney function, 10% of individuals restarted dialysis within 3 years of their recovery of kidney function, whereas among those with CKD stage 3, 4, or 5, 13%, 27%, and 36% of individuals restarted dialysis within 3 years of recovery of kidney function, respectively. Age at first dialysis, cause of kidney disease, history of CKD or nephrology care prior to starting dialysis, presence of heart failure, CKD stage following recovery of kidney function, and location of first dialysis initiation (inpatient versus outpatient) were some of the risk factors that were strongly associated with the risk of restarting dialysis after the recovery of kidney function. <h3>Conclusions</h3> Over one in five patients with recovery of kidney function after kidney failure restarted dialysis within 3 years.

Patterns of Internet and Traditional News Media Use in a Networked Community

The growing popularity of the World Wide Web as a source of news raises questions about the future of traditional news media. Is the Web likely to become a supplement to newspapers and television news, or a substitute for these media? Among people who have access to newspapers, television, and the World Wide Web, why do some prefer to use the Web as a source of news, while others prefer traditional news media? Drawing from a survey of 520 undergraduate students at a large public university where Internet use is woven into the fabric of daily life, this study suggests that use of the Web as a news source is positively related with reading newspapers but has no relationship with viewing television news. Members of this community use the Web mainly as a source of entertainment. Patterns of Web and traditional media exposure are examined in light of computer anxiety, desire for control, and political knowledge. This study suggests that even when computer skills and Internet access become more widespread in the general population, use of the World Wide Web as a news source seems unlikely to diminish substantially use of traditional news media.

Owning and using new media technology as predictors of quality of life

The proliferation of new media technologies has made them an indispensable part of people’s lives. Moreover, they are an important force influencing the ways people work, learn and play. One of the most fundamental issues that needs to be addressed in new media research is how does new media technology affect people’s quality of life? Using a randomly drawn probability sample of 714 respondents aged 18 or above in Hong Kong that leads in the penetration of new media technology in the Asia–Pacific region, this study found that respondents who were younger, better educated, single or having fewer children tend to have a higher evaluation of life quality. This demographic profile seems to suggest a rising self-centered lifestyle. Furthermore, the higher evaluation of their life quality was also found significantly correlated with the number of new media technologies owned. Owning and using new media technology seem to become a part in defining this lifestyle that emphasizes enjoying oneself and enjoying life. Finally, the use of both traditional and new media, with the exception of TV watching, was found complementary in improving people’s living quality. Specifically, personalized entertaining and interactive cable TV viewing were significant predictors of subjectively perceived quality of life. ©

How Will New Media Affect Television?

The next two decades will force major changes on existing media and leave them with a significantly smaller share of voice, mind and advertising dollars. Pay TV in various forms will be the main challenge, but the Internet and other interactive media also seem certain to change traditional media use and advertising practices. In the United States, cable television has taken large numbers of viewers from free-to-air TV, and is expanding its share of advertising revenue. Pay TV's prospects in Australia are promising, though the largely American program content of advertiser-supported channels may limit their appeal. Pay TV may be in as many as 20 per cent of homes within three years, but its impact on television viewing levels will be only a fraction of that. Free-to-air viewing may decline by as little as 4 per cent by 2000, while television revenue may be unaffected by Pay TV. In the medium term, digital technology will make various forms of interactivity practicable for both free-to-air and Pay TV. This may prove to be more significant than competition for advertising dollars, as it will allow both media to compete for marketing expenditure currently made outside normal advertising media.

Impact of Internet on Use of Traditional News Media

This study shows that during the startup period for Internet use, use of traditional media remained the same.

Polymerase chain reaction and gene probe detection of the 2,4-dichlorophenoxyacetic acid degradation plasmid, pJP4.

Specific and sensitive detection of indigenous and introduced degradative organisms is an essential prerequisite to their use in remediation of toxic waste and soil systems. Procedures were employed for the use of polymerase chain reaction and gene probes for sensitive detection of the 2,4-dichlorophenoxyacetic-acid-degrading bacterium, Alcaligenes eutrophus JMP134(pJP4). Two 20-mer oligonucleotide primers were identified for amplification of a 205-bp region of the tfdB gene of pJP4, and optimum conditions for amplification were determined. Both the polymerase chain reaction amplification process and hybridization with the 5'-end-labelled probe were found to be specific to organisms containing plasmid pJP4 or its derivative pRO103. Detection limits were determined for the template supplied either as bacterial cells or purified plasmid DNA. The detection was sensitive up to an initial inoculum of 3,000 CFU or 156 pg of total plasmid DNA. However, when the amplified product was transferred to a nylon membrane and hybridized with the 5'-end-labelled probe, the detection sensitivity increased to 300 CFU or 15.6 pg of plasmid DNA. This sensitive detection method is more specific than use of traditional indicator media (M. A. Loos, Can. J. Microbiol. 21:104-107, 1975). An oligonucleotide (20 bases) complementary to a sequence internal to the 205-bp region was synthesized and utilized as a probe to confirm the specificity of the detection.

Personal Computers and Media Use

About one in five people own a personal computer but not many of these owners spend much time with the computer. Of owners, only about 20% spend as much as 1–2 hours per day. This study, based on a telephone survey of a Southwestern city, finds that owners are more affluent than non PC owners and read the local morning paper more. But PC owners and nonowners differed little in amount of television news viewed. Ownership of a personal computer apparently did not lead to radical changes in use of traditional news media.

The realm of images: a parable about communication

For museums, communications has become a twofold necessity. First of all, an image of the institution itself has to be projected and developed, often on an international scale, in order to give it an identity. Secondly, not only are exhibitions themselves sources of knowledge, but also it is increasingly common for them to be part of major communication campaigns, ranging from the use of traditional media to highly specific cultural events. Much larger amounts of money than ever before are now being poured into museum communication. Yet professional museologists have not fully taken the measure of the communication choices and strategies open to them; nor indeed, have the consultants, who are legion, and who may have a disconcerting effect. In what follows, a ‘communicator’ who has been a consultant to a large museum for several years provides readers of Museum with an inside view of the communicator's world.

Grassroots Renaissance; Folk Media in Third World Nations

A N old media form in new settings has caught on in the 1970s in Third World communications. The use of traditional or folk media to aid recent national development programmes seems to be upstaging the paradigms of the 1960s that emphasized bigness in mass media development, non-participatory, uni-directional information imbalance (one-way flow of information from urban centres to rural areas or from foreign nations to Third World cultures), and that played up development in terms of economics at the expense of peoples' values, beliefs, attitudes and the societal needs. It is becoming apparent that mass media such as newspapers, broadcasting and film in their present form cannot adequately perform the development roles expected of them, mainly because they do not reach enough of the Third World population with credible and relevant information. The result has been that media 'experts,' both local and expatriate, have discovered in this decade what the peasants have known for centuries the valuable contributions that grassroots media are capable of making. This paper will discuss the use of folk media, either in their traditional rural settings or when adapted to mass media, to bring about social awareness of national development plans. It will also look at the role of interpersonal communications networks.