• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Briefly Comment on the Communication Research Report----Agenda Setting and Issues Salience Online

Extracts from this document...

Introduction

Research Assignment One Briefly Comment on the Communication Research Report ----Agenda Setting and Issues Salience Online With rapid advancement of new communication technologies, people currently can freely and actively express their own opinions in the new media. For example, the Internet has dramatically changed the ways in which some individuals receive news and information, this is very big different from the traditional forms of communication. However, there are some correlation links between traditional mass communication ways and modern new technology ways(Kotcher,1992;Rubin, 1994). Roberts M, Wanta, W and Dzwo, T (2002) examined one aspect of the Internet: electronic bulletin boards (EBBs). The objective of this study is to investigate if traditional news media sources have an agenda-setting impact on the discussions taking place on the EBBs. In other words, the purpose of the study is to examine the agenda-setting process and the role it may play on the Internet. ...read more.

Middle

Like mail studies, it is difficult to insure the desired person actually answers the survey. - Not representative of the population. The Internet population has a slight bias towards younger, more computer literate users, though this is changing all the time and becoming more representative of the population. - Long surveys are more difficult. The personalities of today's online users makes it difficult to coerce respondents into completing long surveys. - Not a "mainstream" research methodology, yet. With more experience and comparative analyses of online surveys versus mail and telephone results, online surveys should reach the same level of acceptance as other methodologies. For this research, the researchers use EBBs which has the above weaknesses too. For the research's method, the researchers use five steps (Roberts, 2002, P456-458): The first step imperative examines whether traditional news media sources have an agenda-setting impact on the discussions taking place on the EBBs. ...read more.

Conclusion

By quantitative research, the researchers concluded: " The results demonstrate the usefulness of examining the rule the Internet plays in the agenda-setting process. Media coverage apparently can provide individuals with information to use in their Internet discussions. As the Internet continues to become an important source of information, it also will become an important area for mass communication researchers." (Roberts, 2002, P464). The report also recommended" future research should link other mass communication theoretical approaches with Internet usage". Despite the research has some definite problems; online research has many more advantages than disadvantages. When surveying populations, which mimic the demographics of online users, online research can be a primary means of information collection. With other populations, online research can be effective as a supplement to more traditional survey approaches or as a quick impression of your customers (much like qualitative approaches are used). For outlook, as the Internet continues to grow in popularity, investigations of the content of information being sent online similarly will increase in importance. The study takes an important step in linking the Internet to a mainstream mass communication theory. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Internet section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Internet essays

  1. Marked by a teacher

    ict online service

    * The feeling of isolation experienced by distance learning students is also often cited. * Some people might find it more complicated to use the online learning than others. I think that online learning is extremly useful as it is better than paying for a tutor who teaches exactly what

  2. In assessing the competitive position of a large online trader, we would use the ...

    For individual customer, Amazon should target their customer only in particular groups who have potential to buy products online. The most promising groups who had high income were the people in the age range of 20 - 55 years. A brief profile of Amazon's target customers are as follow: ?

  1. E-commerce Technology

    Reasons for ensuring websites are accessible As noted by W3C (2003a): "The Web is becoming a key resource for: * News, information, commerce, entertainment, * Classroom education, distance learning, * Job searching, workplace interaction, * Community participation, government services. It is displacing traditional sources of information and interaction - *

  2. The Digital Native generation. The main themes of this report are how young ...

    Young people felt safe using the internet as long as they knew what they were doing. They felt confident using the internet but were cautious by cross-checking any advice they receive with other sources by doing their own research. In the case of social network sites, people regularly send messages to build-up interactions and responses.

  1. Potential Disadvantages of an Online Business Presence

    The situation is a lot easier if the business is the market leader and has the "edge" over other businesses. * Adaptability of key staff - Businesses expect people to have certain skills in order to get to job. The businesses do this to ensure they have the right staff to care about the business.

  2. Ict Report Template

    a year and you only have to alter when you get new stock or to do general changes to the website Quantitive objectives 1) My homepage must load in less than 3 seconds 2) The products page must load in less than 3 seconds.

  1. An explanation of the impact of availability of electronic information on individuals and society.

    One of the effects is that these families with low incomes can not access discounts from buying online or paying bills online. They are also missing out on the convenience for busy families such as paying for TV license instead of travelling to a post office.

  2. Analyze an organization's media communication activities: P&O Cruises

    P&O Cruises' website; to the "Fun Stuff-Videos" to view the version of its "Sh-boom" advertisement. It's an advertisement with affective (Fill, 2002). Besides TV advertising, P&O Cruises posts its advertising on newspaper as well. (On-line) There are many agencies selling P&O Cruises' tickets on line; they help P&O Cruises build a perfect advertisement system.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work