Webometrics analysis localmedia(1aug2011).pptx
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Webometrics Analaysis of Local Media in South Korea : Focused on University
students
Se Jung ParkPh.D. Student, Georgia State University, USA
Han Woo ParkDirector, Cyber Emotions Research Center
Associate Professor, Yeungnam University, South Korea
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Introduction
• In the smart society, media environment has changed and media companies have utilized the Internet as an alternative channel.
• How do local media being perceived among residents and do people satisfy their services?
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Research objectives• Identifying audience preference, satisfaction of
regional media companies in Daegu and Gyeongbuk area
• Measuring indirect perception of users using social network analysis by discovering the hidden network
• To provide a comprehensive description of circumstances and online presences of local media in South Korea from audience-oriented approach
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Literature Review-Studies on local media in South Korea
•Han(2003) In spite of the importance of regional journalism, there is little academic interest and studies on local media, so it is difficult to figure out its social consequences.
•Kim & Kim(1990) Existed studies examining regional journalism have focused on general remarks. The research topic, methods are too narrow to fully understand local media itself.
•Seol(2003) Most existed studies have mainly analized major broadcasting companies instead of local media in diverse regions.
•Ahn, et al.(2006) To reflect the needs of communities and strengthen the competitiveness of local media, the study from an audience approach is necessary,
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Research Questions
To what extent do students prefer newspapers in Daegu and Gyeongbuk area? Is there correlation between offline and online preference? To what extent do students satisfy the websites of the newspapers?
To what extent do student prefer broadcasting companies in Daegu and Gyeongbuk area? Is there correlation between offline and online preferences? To what extent do student satisfy the websites of the companies?
To what extent do student prefer cable television companies in Daegu and Gyeongbuk area? Is there correlation between offline and online preferences? To what extent do student satisfy the websites of the companies?
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Method
• Online survey
• Statistics
• Social Network Analysis
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Online survey
- Data collection•174 University students in Gyeongbuk area using convenience sampling•Average age of respondents: 26 year old
- Measurement •Preference: Rank from most to least•Website satisfaction: 11 likert scale
- Statistics•Pearson correlation•One-way ANOVA
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Social Network Anlaysis
WebWeboometricsmetrics= = World Wide Web World Wide Web ++ MetricsMetrics
- Co-link analysis
•To reveal hidden network structure from an aggregation level•Collecting co-link data from LexiURL software
A B
C
A B
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
A list of media companies
• 6 newspapers• 7 broadcasting stations
(3TVs/4radios)• 8 cable televisions
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Results
- Preferences for newspapers
Daegu Daegu Daily
Maeil Yeongnam Daily
Weekly Life Palgong
8.9% 3.8% 54.8% 30.6% 0.0% 1.9%
- Preferences for websites of newspapers
Daegu Daegu Daily
Maeil Yeongnam Daily
Weekly Life Palgong
10.8% 3.6% 49.6% 27.3% 5.8% 2.9%
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Results
- Pearson correlation analysis
Offline preference
Online preference .721**
- Spearman correlation analysis
Offline preference
Online preference 1.000**
N=852, **p<.01
N=6, **p<.01
Offline and online channels are positively correlated
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Results- Website satisfactions of newspapers
Daegu Daegu Daily
Maeil Yeongnam Daily
Weekly Life Palgong
5.9(N=127)
5.8(N=129)
6.7(N=127)
6.7(N=128)
6.0(N=129)
5.3(N=127)
- Results of ANOVA
Sum of Squares dfMean
SquareF Sig.
Between Groups
185.709 5 37.14210.633*
*.000
Within Groups 2658.205 761 3.493
Total 2843.914 766**p<.01
N=157
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Results- Preferences for broadcasting station
- Preferences for websites of broadcasting stations
N=118.
MBC KBS TBC CBS BBS PBC TBN
56.0% 11.3% 24.7% 2.7% 0.7% 0.7% 4.0%
N=150
MBC KBS TBC CBS BBS PBC TBN
55.9% 13.6% 20.3% 5.9% 1.7% 0.8% 1.7%
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Results-Pearson correlation analysis
N=854, **p<.01
- Spearman correlation analysis
N=7, **p<.01
Offline and online channels are positively correlated
Offline preference
Online preference .754**
Offline preference
Online preference .964**
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Results- Website satisfactions of broadcasting stations
MBC TBC KBS TBN CBS BBS PBC
7.2
(N=114)
6.9
(N=114)
6.9
(N=114)
6.3
(N=115)
6.1
(N=112)
5.5
(N=114)
5.4
(N=113)
- Results of ANOVA
Sum of
Squaresdf
Mean
SquareF Sig.
Between
Groups354.218 6 59.036
17.32
1**.000
Within
Groups2699.399 792 3.408
Total 3053.617 798
**p<.01
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Results- Preferences for cable televisions
N=139
CMB GCS Qrix SCS SDTV TCN1 TCN2 HCN
15.8% 20.9% 4.3% 5.0% 15.1% 14.4% 14.4% 10.1%
- Preferences for websites of cable televisions
CMB GCS Qrix SCS SDTV TCN1 TCN2 HCN
23.9% 11.9
%
6.4% 10.1
%
17.4% 11.9% 10.1% 8.3%
N=109
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Results- Pearson correlation analysis
offline preference
online preference .579**
N=912, **p<.01
- Spearman correlation analysis
offline preference
online preference .905**
N=8, **p<.01
Offline and online channels are positively correlated
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Results-Website satisfactions of cable televisions
CMB GCS Qrix SCS SDTV TCN1 TCN2 HCN
6.2
(N=10
4)
6.3
(N=1
04)
6.2
(N=10
2)
6.2
(N=10
3)
6.5
(N=1
02)
6.3
(N=10
3)
6.4
(N=10
3)
5.9
(N=10
0)- Results of ANOVA
Sum of Squares df Mean Square F Sig.
Between
Groups25.310 7 3.616 1.226 .285
Within Groups 2397.374 813 2.949
Total 2422.685 820
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Results- Social Network Map of Local Media in Daegu and Gyeongbuk area
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Conclusion & Discussion• This study would help comprehensive understanding
audience perceptions of local media using mixed methods (online survey, SNS) for both offline and online channels.
• It could provide practical implications to judge to what extend certain local medium utilizes online resource efficiently and give material to make a policy to develop the website of the medium as an alternative news channel.
• This study shows how to apply Webometrics analysis to examine various types of journalism. Especially, co-link analysis would visualize hidden structural relationships among specific media platforms using huge online data generated by users which was not possible with traditional research methods.
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011
Thank you!
[email protected]@ynu.ac.krhttp://www.slideshare.net/hanpark
Cyber Emotions Research Center
Presented at 2011 SICSS, Shanghai, 18 Aug 2011