The 360° News Experience: Connections with the Ubiquitous News Organization
Abstract
The current research extends propositions from uses and gratifications, the technology acceptance model, and the expectancy-value perspective and attempts to explain audience connections to the 360° or multimodal content provider (news organization).
The findings suggest a strong connection between surveillance gratifications and ritualistic media use on attitudes or perceptual orientations toward the news organization; this in turn mediates and best predicts satisfaction with the 360° news experience.
The overall findings also suggest a branding effect or an extension of the audience's television news perceptions to the multimodal content provided by the news organization.
Conclusions...
For journalists and individuals involved in the content generation process, the stronger influence of surveillance gratification indicates the need to create different types of content for different modes of news presentation.
Conclusions...
For journalists and individuals involved in the content generation process, the stronger influence of surveillance gratification indicates the need to create different types of content for different modes of news presentation.
For instance, the individual using cellular phones to access online news while on the go is looking for content that provides surveillance information—content that is to the point, brief, and presents a quick overview of the findings.
This might also be the case for individuals travelling and viewing the news at an airport lounge or downloading podcasts and RSS feeds.
This might also be the case for individuals travelling and viewing the news at an airport lounge or downloading podcasts and RSS feeds.
Moreover, since audiences equate the availability of multimodal access with their satisfaction with the news network, news organizations need to maintain an almost ubiquitous media presence by presenting network content across multiple gateways.
For media marketers and practitioners, the challenge then is to extend the primary news network's credibility, maintain its brand identity, and sustain audience loyalty throughout these multiple gateways.
For media marketers and practitioners, the challenge then is to extend the primary news network's credibility, maintain its brand identity, and sustain audience loyalty throughout these multiple gateways.
Finally, for communication scholars, the findings suggest a changing landscape of audience motives and behaviors.
Today's audiences constantly monitor the media environment, often accessing news and events using multiple gateways.
Today's audiences constantly monitor the media environment, often accessing news and events using multiple gateways.
The primary gateway remains the television news offering, which initially anchors the audience; the availability of this news on multiple modalities, however, sustains the audience's connection with the network. Thus, the study of audience behavior cannot be limited to the television news alone, but needs to extend to the access devices that are used by the audience to monitor and survey the environment.
Overall, the study findings reinforce the basic assumptions of the uses and gratifications approach and present a strong case for the continued application of the expectancy-value approach to the study of audience behavior. In addition, our approach of combining the multiple modes of media access and use within a single brand rather than viewing audience behaviors in each medium separately has shed new light on the changing behavior of audiences in an ever-changing media environment.
Overall, the study findings reinforce the basic assumptions of the uses and gratifications approach and present a strong case for the continued application of the expectancy-value approach to the study of audience behavior. In addition, our approach of combining the multiple modes of media access and use within a single brand rather than viewing audience behaviors in each medium separately has shed new light on the changing behavior of audiences in an ever-changing media environment.
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