This study has its origins in the assessment of the impact of science news stories imbedded in local television newscasts in the United States. In 2004, 2005, and 2007, national samples of adults (about 2,000 each year) have been selected and surveyed about the reading, viewing, and information seeking behaviors. In the 2007 study, a major new component was added to obtain additional information about Internet usage, cell phone and digital photography use, Blackberry and similar device use for email, iPod and similar device use for music, news, and podcasting, and a wide array of new technologies. This new data set is the most comprehensive survey of its kind in the U.S.

The proposed paper will build on the existing literature concerning information seeking and acquisition and seek to characterize the individuals who are the first adopters, following the work of Rogers. More important, this analysis will examine the impact of the adoption of new media and technologies on the use of traditional media and technologies. The study involves two waves and the second wave is currently in the field, thus we do not have results. All of the data collection will be completed by the middle of December, 2007, and the authors will have ample time to complete the proposed analysis. The analysis will be a combination of descriptive materials to characterize the major patterns of information seeking and acquisition and a small set of structural equation models to identify the factors that predict the adoption of new information technologies.

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Public Communication of Science and Technology

 

Gutenberg Revisited
A comprehensive analysis of the use of traditional and new electronic media by American adults.

Jon Miller   Michigan State University

This study has its origins in the assessment of the impact of science news stories imbedded in local television newscasts in the United States. In 2004, 2005, and 2007, national samples of adults (about 2,000 each year) have been selected and surveyed about the reading, viewing, and information seeking behaviors. In the 2007 study, a major new component was added to obtain additional information about Internet usage, cell phone and digital photography use, Blackberry and similar device use for email, iPod and similar device use for music, news, and podcasting, and a wide array of new technologies. This new data set is the most comprehensive survey of its kind in the U.S.

The proposed paper will build on the existing literature concerning information seeking and acquisition and seek to characterize the individuals who are the first adopters, following the work of Rogers. More important, this analysis will examine the impact of the adoption of new media and technologies on the use of traditional media and technologies. The study involves two waves and the second wave is currently in the field, thus we do not have results. All of the data collection will be completed by the middle of December, 2007, and the authors will have ample time to complete the proposed analysis. The analysis will be a combination of descriptive materials to characterize the major patterns of information seeking and acquisition and a small set of structural equation models to identify the factors that predict the adoption of new information technologies.

A copy of the full paper has not yet been submitted.

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