Local Broadcast Televisions in the Age of Social Media: Adoption and Usages of Twitter
Open Access
- Author:
- Han, Sangyong
- Graduate Program:
- Mass Communications
- Degree:
- Doctor of Philosophy
- Document Type:
- Dissertation
- Date of Defense:
- January 15, 2016
- Committee Members:
- Krishna Prasad Jayakar, Dissertation Advisor/Co-Advisor
Krishna Prasad Jayakar, Committee Chair/Co-Chair
Richard Denny Taylor, Committee Member
Anne M Hoag, Committee Member
Alan M Sica, Committee Member - Keywords:
- Local broadcast
Social Media
Twitter
Network Analysis
NodeXL - Abstract:
- With the digital convergence of broadcasting, broadband and network technology, local broadcast industry has been losing its economic rationale and raison d’etre in the transferring digital media environment. Although the digital transition poses opportunities for participatory media platforms based on social networking technologies, local broadcasters do not seem to benefit from the media transition to the broadband and social networks system. This study examines how local broadcasters employ social network platforms, specifically Twitter, to adapt to the networked digital media environment for local audience. This study analyzed quantitative data collected from online survey questionnaires and content of Twitter feeds produced by local broadcasters with different conditions (resource availability and funding system). In addition, network analysis was conducted to investigate the internal interaction in each local broadcasters’ Twitter network. The results of online survey of four groups of local broadcasters showed that local broadcasters considered social media and Twitter as a means of achieving their goals to either make profits or serve the local community. The results of content analysis also indicated that commercial and public broadcasters have different purposes with respect to social media. Thus, the results implied that the ownership structure of local broadcaster markets and operational patterns play as critical factors. In addition, the network analysis of this study demonstrated that Twitter conversations are not symmetrically interactive. Most of the followers in the Twitter networks are not participating in two-way interaction, but simply receiving one-way messages or observing the dominant conversation within the network.