Research and Insights

CJC at the 2016 World Media Economics and Management Conference

May 2-6, 2016, New York

Sylvia Chan-Olmsted, professor, Department of Telecommunication

Factors Affecting Smartphone Dependency of Media Consumers

Co-author:  Min Xiao, Ph.D. student

Abstract: With a goal of examining smartphone dependency in the context of media consumption, this study explores the roles of dependency on and usage of other media platforms, multi-platform media use, mobile ownership and perceptions, smartphone functions, and various consumer characteristics. The result suggests that dependency on computer and television, perceived smartphone fluidity, smartphone as a primary platform during multi-platform media use, and smartphone’s social and mobile specific functions all play a significant role in smartphone dependency.

A Taxonomy of Millennial Consumers for Media Products

Co-author: Jihye Kim, Ph.D. student

Abstract: The Millennial generation or Generation Y is the first true cohort of digital natives who spent their whole lives creating, sharing, and consuming contents distributed by a multiplicity of digital platforms. This study attempts to learn more about this important group of media consumers through segmentation and exploring the factors of time, media, consumer characteristics, as well as the changing roles of legacy versus digital media. The segmentation of the college millennials reveals that almost three quarters of the group are mobile centric and having little contact with the print media. Only about 10% of the participants do not emphasize mobile and have an average access of alternative media. The patterns, however, do change with time. Multinomial regressions of consumer variables like income, gender, ethnicity, and innovativeness and segmentation variables such as social media use, multiplatform media use, and media ownership/subscription, as well as media avoidance and year were also performed on the perceived importance of legacy media and digital media for these young adults.

Amy Jo Coffey, associate professor, Department of Telecommunication

An Exploration of Ownership Type and Newsroom Diversity

Abstract: Media ownership and diversity have been areas of scrutiny and concern for the Federal Communications Commission (FCC) for decades, particularly as the media industry matures and ownership becomes more concentrated. Such issues cut to the core of the idealized marketplace of ideas and representation of voices within a democracy. In this study, the effects of ownership type upon ethnic and racial diversity within television newsrooms are explored. A content analysis of a randomly selected sample of local U.S. television stations (N=268) was analyzed to compare the diversity levels of on-air personnel for stations that were network owned and operated (O&O), as well as stations that took part in Shared Services Agreements (SSAs), a growing ownership arrangement in the U.S. that has been under FCC scrutiny. Findings reveal that there are significant effects for network owned-and-operated stations, but none for SSA-attached stations. Possible explanations and future research suggestions are offered.

Anthony Palomba, Ph.D. Mass Communication 2015

Influence of Consumers’ Perceived Emotional Intelligence, Regulation, and Repair as Related to Media Consumption Experiences

Abstract: This study investigated how loyal video game players considered their own perceived emotional intelligence emotional intelligence, and how this may impact their pursuit of gratifications, media consumption experiences, and evaluation of attaining sought after gratifications. A national sample of 25-year-olds to 35 year-olds was used. The findings stated that consumers with high active emotional management are inclined to seek out video games for gratifications, and are likely to have strong media consumption experiences. Regular video game play of video games across certain genres led to strong media consumption experiences. Gender did not impact the level of media consumption experience en joyed by consumers seeking sought gratifications.

Other UFCJC Ph.D. alumni who presented at the conference include:

Jiyoung Cha , assistant professor, Broadcast and Electronic Communication Arts, San Francisco State University: “Predicting Viewership of Television Drama Series: An Examination of Marketing Mix Elements” and “International Expansion of U.S. Movies: Brand Name Standardization and Adaptation”

Byeng-Hee Chang, Sungkyunkwan University: “International Comparison of Cultural Discount: Focusing on 31 Countries’ Consumption on Hollywood Movies” (with co-authors Shin-Hye Kwon and Sung-Hyun Lee)

Miao Guo, assistant professor, Telecommunications, Ball State University: “Tweeting TV in China, Examining Dual Viewing Pattern between Reality Television and China’s Twitter (Weibo)” (with co-authors Jing Liu and Jianbing Xiao)

Todd Holmes, assistant professor, Digital Media Management, SUNY at New Paltz:  “The Impact of Self-Brand Congruity and Ad Duration on the Effectiveness of Online Video Advertisements”

Ronen Shay, visiting assistant professor, Media and Communication, St. John Fisher College: Moderator