Omar, Bahiyah
(2007)
The Switch to Online Newspapers: Could Immediacy Be a Factor?
In: Australian and New Zealand Communication Association Conference, July 5-6, 2007, University of Melbourne, Australia.
Abstract
Using remediation theory (Bolter and Grusin, 1999) as a guide, this
study tested the concept of immediacy in a ‘between-subject’ design
experiment that compared differential effects of exposure to print and
online versions of The Australian newspaper. The results did not support
the hypothesis that online readers would perceive greater immediacy
than print readers. This seemed to contradict remediation’s view, yet the
study did support the idea that immediacy is a factor in the switch of
consumers from old to new media. Immediacy was strongly related to
the goals of surveillance gratification seeking and moderately related to
current issues knowledge. Because goals drive actions, this study
suggests that immediacy could be responsible for the switch of
customers to online newspapers as a consequence of its significant
correlation to information seeking and knowledge acquisition.
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