webometrics analysis localmedia

C yber E motions Res earc h Ins titute WC U Webometric s Ins titute

Webometrics Analaysis of Local Media in South Korea : Focused on University

students

Pres ented by J iyoung Park & Kim

S e J ung ParkPh .D . S tu d e nt, Ge o rg ia S tate U n ive rs ity, U S A

Han Woo ParkD ire c to r, C yb e r Em o tio ns Re s e arch C e nte r

As s o c iate Pro fe s s o r, Ye ungnam U n ive rs ity, S o uth Ko re a


Presented at 2011 SICSS, Shanghai, 18 Aug 2011


Introduc tion

• In th e s m art s o c ie ty, m e d ia e nviro nm e nt

has c hange d and m e d ia c o m p an ie s

have u tilize d th e Inte rne t as an

alte rnative c hanne l.

• H o w d o lo c al m e d ia b e ing p e rc e ive d

am o ng re s id e nts and d o p e o p le s atis fy

th e ir s e rvic e s ?



D ae gu


Res earc h objec tives• Id e ntifying aud ie nc e p re fe re nc e , s atis fac tio n o f

re g io nal m e d ia c o m p an ie s in D ae gu and

Gye o ngb uk are a

• Me as uring in d ire c t p e rc e p tio n o f u s e rs u s ing s o c ial

ne two rk analys is b y d is c o ve ring th e h id d e n ne two rk

• To p ro vid e a c o m p re he ns ive d e s c rip tio n o f

c irc um s tanc e s and o nline p re s e nc e s o f lo c al m e d ia

in S o u th Ko re a fro m aud ie nc e - o rie nte d ap p ro ac h



Literature Review- S tud ie s on loc al me d ia in S outh Kore a

•H an(2003) In s p ite o f th e im p o rtanc e o f re g io nal jo urnalis m , th e re is little ac ad e m ic in te re s t and s tu d ie s o n lo c al m e d ia, s o it is d iffic u lt to figure o u t its s o c ial c o ns e q ue nc e s .

•Kim & Kim (1 990) Exis te d s tu d ie s e xam in ing re g io nal jo urnalis m have fo c us e d o n ge ne ral re m arks . The re s e arc h to p ic , m e tho d s are to o narro w to fu lly und e rs tand lo c al m e d ia its e lf.

•S e o l(2003) Mo s t e xis te d s tu d ie s have m ainly analize d m ajo r b ro ad c as ting c o m p an ie s in s te ad o f lo c al m e d ia in d ive rs e re g io ns .

•Ahn, e t al.(2006) To re fle c t the ne e d s o f c o m m un itie s and s tre ngthe n the c o m p e titive ne s s o f lo c al m e d ia, th e s tu d y fro m an aud ie nc e ap p ro ac h is ne c e s s ary,



Res earc h Q ues tions

- To what e xte nt d o s tu d e nts p re fe r e ac h

m e d ia (newsp ap ers, b road castings & cab le televisio ns) in D ae gu and Gye o ngb uk are a?

- Is th e re c o rre latio n b e twe e n o ffline and

o nline p re fe re nc e ?

- To what e xte nt d o s tu d e nts s atis fy th e

we b s ite s o f th e e ac h Me d ia?



Method

• Online s urvey

• S oc ial Network Analys is( Webometric s & Hyperlink Analys is )



Online s urvey- Data c o lle c tion•O nline s urve ry

(Stud ent click the web site in terms o f p reference and satisfaction on online )

- 1 74 U n ive rs ity s tu d e nts in D ae gu & Gye o ngb uk are a u s ing c o nve n ie nc e s am p ling

e g)S tud e nt p artic ip atio n d uring c las s

- Ave rage age o f re s p o nd e nts : 26 ye ar o ld .

•Me as ure me nt - Pre fe re nc e :Rank fro m m o s t to le as t

- We b s ite s atis fac tio n :1 1 like rt s cale

•S tatis tic s- Pe ars o n c o rre latio n

- O ne - way ANO VA



A lis t of media c ompaniesPresented at 2011 SICSS, Shanghai, 18 Aug 2011

• 6 ne ws p ap e rs

• 7 b ro ad c as ting s tatio ns

(3TVs /4rad io s )

• 8 c ab le te le vis io ns

Us e population not S ample: C overing a ll the loc al Media in Daegu & G yungbuk

area


S oc ial Network Anlays is

Webometic Network Analys is Webometic Network Analys is WebWeb oo metric smetric s = = World Wide Web World Wide Web ++ Metric sMetric s

- Co- link analys is

•To re ve al hidden network s truc ture fro m an aggre gatio n le ve l•C o lle c ting c o - link d ata fro m Le xiU RL s o ftware

A B

C


Hiden network


Res ultsRes ults

1. online s urvey 1. online s urvey

2. Webometric Network Analys is2. Webometric Network Analys is



Res ults : news paper 1.

- Pre fe re nc e s fo r ne ws p ap e rs

Daegu Daegu Daily

Maeil Yeongnam Daily

Weekly L ife Palgong

8.9% 3.8% 54.8% 30.6% 0.0% 1 .9%

- Pre fe re nc e s fo r we b s ite s o f ne ws p ap e rs

Daegu Daegu Daily

Maeil Yeongnam Daily

Weekly Life Palgong

1 0.8% 3.6% 49.6% 27.3% 5.8% 2.9%



- Pe ars o n c o rre latio n analys is

O ffline p re fe re nc e

O nline p re fe re nc e .721 * *

N= 852, * * p < .01




- We b s ite s atis fac tio ns o f ne ws p ap e rs

D ae gu D ae gu

D aily

Mae il Ye o ngnam

D aily

We e kly Life Palgo ng

5.9

(N= 1 27)

5.8

(N= 1 29)

6.7

(N= 1 27)

6.7

(N= 1 28)

6.0

(N= 1 29)

5.3

(N= 1 27)

- Re s u lts o f ANO VA

S um o f S q uare s d f Me an S q uare F S ig .

Be twe e n Gro up s 1 85.709 5 37.1 42 1 0.633* * .000

With in Gro up s 2658.205 761 3.493

To tal 2843.91 4 766

* * p < .01

N= 1 57




- Pre fe re nc e s fo r b ro ad c as ting s tatio n

- Pre fe re nc e s fo r we b s ite s o f b ro ad c as ting s tatio ns

N= 1 1 8.

MBC KBS TBC C BS BBS PBC TBN

56.0% 1 1 .3% 24.7% 2.7% 0.7% 0.7% 4.0%

N= 1 50

MBC KBS TBC C BS BBS PBC TBN

55.9% 1 3.6% 20.3% 5.9% 1 .7% 0.8% 1 .7%


Res ults : broadc as ting s tation 1.


- Pears on c orrelation analys is

N= 854, * * p < .01

O ffline and o nline c hanne ls are p o s itive ly c o rre late d

O fflin e p re fe re nc e

O nline p re fe re nc e .754* *




- We b s ite s atis fac tio ns o f b ro ad c as ting s tatio ns

MBC TBC KBS TBN C BS BBS PBC

7.2

(N= 1 1 4)

6.9

(N= 1 1 4)

6.9

(N= 1 1 4)

6.3

(N= 1 1 5)

6.1

(N= 1 1 2)

5.5

(N= 1 1 4)

5.4

(N= 1 1 3)



Be twe e n Gro up s 354.21 8 6 59.036 1 7.321 * * .000

With in Gro up s 2699.399 792 3.408

To tal 3053.61 7 798

* * p < .01




Res ults : c able te levis ion 1.

- Pre fe re nc e s fo r c ab le te le vis io ns

N= 1 39

C MB GC S Q rix S C S S D TV TC N1 TC N2 H C N

1 5.8% 20.9% 4.3% 5.0% 1 5.1 % 1 4.4% 1 4.4% 1 0.1 %

- Pre fe re nc e s fo r we b s ite s o f c ab le te le vis io ns


23.9% 1 1 .9% 6.4% 1 0.1 % 1 7.4% 1 1 .9% 1 0.1 % 8.3%

N= 1 09



- Pe ars o n c o rre latio n analys is

o fflin e p re fe re nc e

o nline p re fe re nc e .579* *

N= 91 2, * * p < .01

- S p e arm an c o rre latio n analys is

o fflin e p re fe re nc e

o nlin e p re fe re nc e .905 * *

N= 8, * * p < .01

O ffline and o nline c hanne ls are p o s itive ly

c o rre late d





- We b s ite s atis fac tio ns o f c ab le te le vis io ns


6.2

(N= 1 04)

6.3

(N= 1 04

)

6.2

(N= 1 02)

6.2

(N= 1 03)

6.5

(N= 1 02)

6.3

(N= 1 03)

6.4

(N= 1 03)

5.9

(N= 1 00)



Be twe e n Gro up s 25.31 0 7 3.61 6 1 .226 .285

With in Gro up s 2397.374 81 3 2.949

To tal 2422.685 820



s ummary: Online S urvey Res ult - The re is th e p o s itive c o rre latio n b e twe e n o nline p re fe re nc e and

o ffline p re fe re nc e o f ne ws p ap e rs .

- Mae il and Ye o ngnam D aily ne ws p ap e rs have h ighe r we b s ite

s atis fac tio ns o f ne ws p ap e rs fro m the ANO VA te s t

- The re is th e h igh c o rre latio n am o ng p re fe re nc e b e twe e n

b ro ad c as ting s tatio n and we b s ite s o f b ro ad c as ting s tatio ns o f

MBC KBS and TBC and the s e thre e b ro ad c as tings have s ign ific ant

s atis fac tio n d iffe re nc e b e twe e n gro up s .

- O nline and o ffline c hanne ls are p o s itive ly c o rre late d o n C ab le

C hanne ls b u t the s ign ific anc e o f s atis fac tio n o f c ab le TV d id n ’t

p ro ve d


Res ults : webometric network analys is

- S o c ial Ne two rk Map o f Lo c al Me d ia in D ae gu and Gye o ngb uk are a



Webometric Network analys is3 c lu s te rs :

1 ) H igh p re fe re nc e p ub lic b ro ad c as ting TV/ ne ws gro up

2) C ab le TV gro up

3) is o late d gro up s : m o s tly gro up s that rank lo w c hanne l

p re fe re nc e and Tae gu MBC wh ic h ac c o rd ing to the wo rke r o f

Tae gu MBC m anage m e nt is no t go o d .

The m ajo rity c ab le TV c o nne c t e ac h o th e r thro ugh th ird we b s ite b u t

d o e s n ’t have re latio ns h ip with o the r p latfo rm s .

We b s ite s that have lo we r p re fe re nc e have a c lu s te r with c o - link

to ge the r.

= It s u p p o rts that c o - link b e tte r s ho w s im ilarity o f ne two rk

s truc ture than d iffe re nc e s .


C onc lus ion & Dis c us s ion• Th is s tu d y wo uld h e lp c o m p re he ns ive und e rs tand ing

aud ie nc e p e rc e p tio ns o f lo c al m e d ia u s ing m ixe d m e tho d s

(o nline s urve y, S NA) fo r b o th o ffline and o nline c hanne ls .

• It c o u ld p ro vid e p rac tic al im p lic atio ns to jud ge to what

e xte nd c e rtain lo c al m e d ium u tilize s o nline re s o urc e

e ffic ie ntly and g ive m ate rial to m ake a p o lic y to d e ve lo p

th e we b s ite o f th e m e d ium as an alte rnative ne ws c hanne l.

• It s ho ws ho w to ap p ly We b o m e tric s analys is to e xam ine

vario u s typ e s o f jo urnalis m . Es p e c ially, c o - link analys is

wo uld vis ualize h id d e n s truc tural re latio ns h ip s am o ng

s p e c ific m e d ia p latfo rm s u s ing o nline d ata ge ne rate d b y

u s e rs wh ic h was no t p o s s ib le with trad itio nal re s e arc h

m e tho d s .



C ontac t US

C yber E motions Res earc h Ins titute

h ttp ://C ERC .YU .AC .KR

WC U webometric s Ins titute

h ttp ://we b o m e tric s .yu .ac .kr

http://cerc.yu.ac.kr/

http://webometrics.yu.ac.kr/


Thank you!

m ad e inp s j@ gm ail.c o m

hanp ark@ ynu .ac .kr

http ://www.s lid e s hare .ne t/hanp ark


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