Open Access. Powered by Scholars. Published by Universities.®
Communication Technology and New Media Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Communication Technology and New Media
The Role Of News Media Use And Demographic Characteristics In The Prediction Of Information Overload, Qihao Ji, Louisa Ha, Ulla Sypher
The Role Of News Media Use And Demographic Characteristics In The Prediction Of Information Overload, Qihao Ji, Louisa Ha, Ulla Sypher
School of Media and Communication Faculty Publications
Drawing on the information overload theory, this study investigates how news media use relates to the probability of information overload. Our broad goal is to explore how typical media use outside the working environment impacts information overload. Through a large mail survey conducted in northwest Ohio (N = 661), the study combined resident samples and college student samples and examined several variables regarding demographic characteristics, news media use, and information searching efficiency. Multinomial logistic regression was used to analyze the data. Results confirmed that age, gender, income, traditional news media use, and information searching efficiency can partially predict one’s probability …
Crossing Offline And Online Media: A Comparison Of Online Advertising On Tv Web Sites And Online Portals, Louisa Ha
School of Media and Communication Faculty Publications
This paper presents findings of a study comparing the advertising on the web sites supported by offline media and on the dot.com media that only have online presence. The study analyzes the advertising strategies of leading U.S. TV networks' web sites and online portals, which respectively represent web sites with strong offline media support and web sites with no offline media counterparts respectively. TV networks' advertising strategies were identified based on a spectrum of brand extension and brand integration strategies. The results show that even with the strong offline support of the TV networks, TV web sites are much more …