webometrics analysis localmedia

21
Webometrics Analaysis of Local Media in South Korea : Focused on University students Se Jung Park Ph.D. Student, Georgia State University, USA Han Woo Park Director, Cyber Emotions Research Center Associate Professor, Yeungnam University, South Korea Cyber Emotions Research Center Presented at 2011 SICSS, Shanghai, 18 Aug 2

Upload: han-woo-park

Post on 30-Jun-2015

581 views

Category:

Business


0 download

TRANSCRIPT

Page 1: Webometrics analysis localmedia

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

Page 2: Webometrics analysis localmedia

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

Page 3: Webometrics analysis localmedia

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

Page 4: Webometrics analysis localmedia

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

Page 5: Webometrics analysis localmedia

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

Page 6: Webometrics analysis localmedia

Method

• Online survey

• Statistics

• Social Network Analysis

Cyber Emotions Research Center

Presented at 2011 SICSS, Shanghai, 18 Aug 2011

Page 7: Webometrics analysis localmedia

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

Page 8: Webometrics analysis localmedia

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

Page 9: Webometrics analysis localmedia

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

Page 10: Webometrics analysis localmedia

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

Page 11: Webometrics analysis localmedia

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

Page 12: Webometrics analysis localmedia

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

Page 13: Webometrics analysis localmedia

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

Page 14: Webometrics analysis localmedia

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

Page 15: Webometrics analysis localmedia

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

Page 16: Webometrics analysis localmedia

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

Page 17: Webometrics analysis localmedia

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

Page 18: Webometrics analysis localmedia

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

Page 19: Webometrics analysis localmedia

Results- Social Network Map of Local Media in Daegu and Gyeongbuk area

Cyber Emotions Research Center

Presented at 2011 SICSS, Shanghai, 18 Aug 2011

Page 20: Webometrics analysis localmedia

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

Page 21: Webometrics analysis localmedia

Thank you!

[email protected]@ynu.ac.krhttp://www.slideshare.net/hanpark

Cyber Emotions Research Center

Presented at 2011 SICSS, Shanghai, 18 Aug 2011