Omar, Bahiyah
(2014)
Immediacy Gratification in Online News Consumption and Its
Relations to Surveillance, Orientation and Elaboration of News.
In: The International Conference on Communication and Media, 18-20 October 2014, Langkawi, MALAYSIA.
Abstract
Increasing numbers of people read newspapers online. This study uses argument about reform proposed in the theory of
remediation to explain the shift from traditional print to online news sources. The argument pivots around the idea that the new
media improves upon the inadequacies of older media. The improvement is manifested in the striving for “immediacy” which
remediation theory considers the “goal” of media. Blending the theory of remediation and the uses and gratifications approach,
this study proposes the concept of “immediacy gratifications” – a process gratification obtained in news media use. The current
study uses experimental research method to test the concept of immediacy gratifications in online news consumption. The study
finds that online medium has no effect on immediacy gratification and that surveillance gratification seeking and orientation in
the information space do have significant effects.
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