Assessing Internet Use in Florida News Rooms

Emily Bisdorf

Tracy Irani

Ricky Telg

University of Florida

Abstract

            The Internet has become a major factor in the mass media industry. As a consequence, information sources, including agricultural communicators, are considering the decision to move to Web based publications and publicity dissemination tools.  Rural and agricultural audiences, however, have favored traditional media as a source of news and information, creating something of a “rural-urban digital divide.”  In an attempt to assess how mass media news operations are utilizing the Web as a newsgathering and information source, a statewide descriptive survey was conducted of a random sample (N=300) of local and regional media outlets.  Results showed that television, radio, and newspaper newsrooms in the sample were using computers and the Internet extensively not only for receiving information and research but also for disseminating news.  Respondents indicated that 95.5% of reporters used the Internet on a daily basis, while 63.3% of news units maintain an online presence.  These findings indicate that as media outlets increase their utilization of the Web, agricultural industries and institutions may need to move more to electronic dissemination of information if they want to stay abreast of trends in the newsroom Attempting to respond to newsroom trends while still maintaining ties with rural audiences and their preferences for traditional media will not be easy, however, and this represents one of the biggest challenges ahead for agricultural communicators.

 

 

Introduction

In an era in which agricultural institutions of higher education, as well as state cooperative extension services, are facing ever-tighter budgets, many communications heads and administrators are considering the decision to discontinue print-based stakeholder publications in favor of Web-based publications (Wood-Turley & Tucker, 2002). As the Web matures as a media information source, this is a move that is no doubt being contemplated by many general industry and commercial media outlets. Existing research in this area, although limited, indicates, however, that there may be some dissonance between efforts to move news dissemination onto the Web and the preferences of rural and agricultural audiences.

 

Although previous studies indicate that the general population is turning more and more to the Internet for information (Stempel, Hargrove, & Bernt, 2000), research is also showing that certain audiences, such as more rural, agricultural audiences, may still want news the old-fashioned way.  For example, in a study of agricultural landowners, Howell, Habron, Woods (2002) found that respondents overwhelming preferred “conventional” print sources of information rather than online information delivery media. With respect to agricultural media, Wood-Turley and Tucker (2002) found in a recent readership analysis that of the 335 readers surveyed, fewer that one-fourth indicated they would prefer receiving news information electronically. In the extension world, Suvedi, Campo, Lapinski (1999) found that farmers ranked data transmission network (DTN) and Web-based information as their least-popular sources.

 

Generally, the critical mass needed for adoption of interactive online technology, such as the Internet and the World Wide Web, is being reached much faster than for other forms of media, with a steeper increase rate for the number of users compared to conventional technological innovation adoptions (Garrison, 2001). In 1995, five million Americans reported having online Internet access while only four years later 50 million were connected (Stempel, Hargrove, & Bernt, 2000). However, rural markets have remained relatively underserved by large commercial Internet Service Providers, due to traditionally limited telephone access and isolated geographic location (Clement, Holbrook, & Staman, 1996).  Rural lifestyles, traditionally viewed as more oriented to outdoors pursuits and occupations, have also been viewed as a social context in which the benefits of modern communications technologies may not always be apparent.

 

With the boost in users looking for information in new places, the mass media industry, in general, seems to have moved to keep their audience’s attention by increasingly going online to offer news and information. A national survey of media use showed a huge gain in audience use of the Internet from 1995 to 1999, while there was a usage decline for both local and network television news and for newspapers (Stempel, Hargrove, & Bernt, 2000). Garrison (2001) found that as of 1999 almost 90 percent of U.S. daily newspapers were actively using new online technologies to research for articles and most also boasted their own news Web sites to reach new markets. In the United Kingdom, a recent study reported that all major national newspapers currently provide online versions of some type (Stanyer, 2001). 

 

Journalists are also moving toward the Internet to gather information for their stories. However, as this usage increases, concerns among practitioners are being heard. In a longitudinal study of journalists conducted from 1994-1998, concern was voiced by respondents about verifying facts of online sources, sites containing unreliable information, lack of source credibility, and badly sourced information (Garrison, 2000). The same study also found a need for newsroom training on online research skills. In the academic realm, journalism students entering the profession are also more likely to use the Internet to do research than past reporters. Bressers and Bergen (2000) found in a recent survey of 400 Midwest university students that 47.8 percent use the Internet frequently for reference or research materials.

 

With respect to agricultural communications, Williams and Woods (2002) found in a research synthesis of the Journal of Applied Communications from 1992-2001 that information technology and electronic media were the two top items studied by researchers.  This research interest may be one consequence of the so-called “rural-urban digital divide.” Hindman (2000) found that rural audiences were in more need of information since they face a “rural penalty” by being greater distances from markets. These audiences, however, are also disadvantaged as they are more isolated from high-speed, broadband networks than those in metropolitan areas (as defined by the U.S. census). “ High-speed Internet access providers realize greater return on investment in more densely populated communities than in rural areas,” (Hindman, 2000, p. 551). As a consequence, Hindman found that there was a growing gap between urban and rural residents’ ability to go online to view the news. 

 

It can be assumed that agricultural communicators, especially, given their responsibility to communicate to rural audiences and clientele, need to be aware of how mass media are currently using the Internet in their newsroom operations, and the extent to which local media outlets are moving to Web-based news and information dissemination.  Although research indicates that mass media and the general public, in ever-greater numbers, are utilizing the Internet as an information source, less is known about the specific access and usage patterns among mass media.  How are media outlets using the Internet to conduct business and disseminate information?  Do media outlets differ in their usage of the Internet, based on factors such as urban/rural location, media type, and/or utility, with respect to newsgathering and collection activities?  How many media operations that access and utilize the Web also utilize it to disseminate news information?   How useful or beneficial do they find the Internet to be with respect to news collection and dissemination?  Based on the above, the following objectives were used to guide this study:

1.                           To describe access and availability of the Internet as a tool in news collection operations by a statewide sample of news media.

2.                           To determine perceptions of usage and usefulness of the Internet for news collection purposes.

3.                           To determine perceptions as to the extent to which the Web is being utilized as a news and information dissemination source.

 

Theoretical Framework

Rogers’ diffusion of innovations framework is the acknowledged starting place for studies focused on attempting to describe implementation and usage of a new technology (Rogers & Shoemaker, 1971).  In their original conceptualization, Rogers and Shoemaker defined adoption behavior as the relationship between the time at which an individual chooses to adopt a technological innovation and the time at which other members of his/her social system do so.  Rogers noted that diffusion of an innovation may not always be univariate and unchanging.  Very often, innovations go through a process of reinvention in which the innovation is changed or modified by a user in the process of its adoption and implementation (Charters & Pellegrin, 1972). 

 

Theorists have used the diffusion framework as a stepping-off point in terms of conceptualizing how users implement computer and communications technologies in the workplace. The technology acceptance model (TAM) is a theoretical framework that has been used to look at how perceptions of use and usefulness of a technology affect implementation of that technology.  TAM has been described as a theoretical framework that explains the psychological determinants of acceptance behavior and attitudes toward technology in the workplace (Roberts, 1998). TAM is an adaptation of the Theory of Reasoned Action (TORA) (Fishbein & Ajzen, 1975) applied to the business management and technology sectors.  The TORA is said to provide the rationale for many assumptions seen in TAM, (Davis, 1993).  TAM differs from the TORA in that it attempts to draw a distinction between attitude toward the object and attitude toward the behavior, (Davis, 1993).

 

TAM asserts that perceived usefulness and ease of use will represent the beliefs and attitudes that lead to acceptance of a new technology (Lederer, Maupin, Sena, & Zhuang, 1999). The researchers described perceived usefulness as the degree to which a person believes that a particular system will enhance their job performance by reducing their time to complete a task or providing information quickly. Perceived ease of use is the degree to which someone believes using a particular system would be effortless. Other model constructs include attitude toward use and behavioral intention of use. (See Fig. 1).

 

                                               

                                               

(Roberts, 1998)

 

TAM postulates that the impact of other external variables on behavioral intentions can be mediated as well (Yi & Venkatesh, 1999). In his study, Davis (1993) contended that the external stimuli that influence the user’s attitude toward a behavior are influenced by their beliefs about the consequences of performing the behavior. In addition, since system design features are external stimuli, they should influence the user’s beliefs.

 

Davis (1993) found in a study of professionals that usefulness exerts more than twice the influence on use than does attitude toward using, and usefulness exerts more than four times the influence on attitude as does ease of use.  This supports the argument that technology usage may be motivated extrinsically, by users’ concern over gain in performance and associated rewards (Davis, 1993).

 

Lederer, Maupin, Sena, and Zhuang (1999) also describe research findings that indicate ease of use of the Web is still in question, since many people find problems with downloading or viewing Web pages slowly, or being unable to find a page they know existed, or organizing the pages and information gathered. Yi and Venkatesh (1999) also describe the concept of self-efficacy with respect to understanding users’ behavior in accepting technology, contended that an individual who has a strong sense of capability in dealing with computers is more likely to accept new technology, such as the Internet. 

 

Methodology

 

To conduct the study, a descriptive survey design was utilized.  A survey consisting of 22 items adapted from a previous study of statewide Texas media (Phillips, Janish, Fannin, & Mayes, 2002) and the TAM model was constructed and reviewed by a panel of experts for face and construct validity.  Items consisted of dichotomous choice items to assess usage factors and demographics, combined with a set of Likert-type five-point scales to assess perceptions of usefulness of specific aspects of Internet technology as used by news media operations.  Separate forms of the survey instrument were developed for the three media types, to collect media-specific information. Items were refined based on reviewers’ comments, and the final instrument was mailed to a random sample (N = 300) of statewide TV, radio, and newspaper media in Florida, a large southeastern state with four top ten major metropolitan media markets, as well as a significantly large rural agricultural base.  Florida is unique in terms of the scale of its commodity production; despite a large urban population base, the state produces over 200 major agricultural commodities and in 2000 ranked as the nation’s ninth-largest agricultural state with sales over $7 billion (FFB, 2002). 

 

Findings

 

Data collection, although still underway, has so far yielded 23 useable responses, for a 13 percent response rate from what is often seen as a particularly challenging population from which to collect survey responses.  Additional waves, using Dillman’s methodology (Dillman, 1989) are currently being utilized, with a planned qualitative follow-up designed to collect more in-depth responses scheduled at the end of the data collection activity in Spring, 2003.

 

            Demographics for the sample respondents indicated that 60.9% (n=14) were newspapers;

30.4% (n=7) were radio stations and 8.7% (n=2) were TV stations.  For the newspapers, 28.6% had circulations between 1,000-5,000, followed by 21.4%, respectively, with circulations between 20,000-50,000 and 50,001-100,000, 14.3% with circulations between 100,001-250,000 and 7.1% respectively with circulations between 5,001-10,000 and 10,001-20,000. Of the newspapers that responded, 57.1% were weeklies; 28.6% were dailies and 14.3% were community news periodicals with monthly circulations. For the radio stations, 83.3% were FM stations and 16.7% were AM.  For the TV stations, one was a CBS affiliate, and one did not report affiliation.  Finally, with respect to geographic location, 61.9% had a primarily suburban coverage/circulation area, while 19% respectively, had primarily urban and primarily rural coverage/circulation areas. 

 

Internet Access and Accessibility

 

            Of all respondents who answered this question, 66.7% (n=14) had had Internet access in their newsrooms for three years or more; 23.8% (n=5) had had access for between two and three years, and 9.5% (n=2) had had access for between one and two years.  In response to a series of dichotomous choice items about Internet access, respondents indicated that, in terms of availability, access to the Internet was fairly widespread in their newsrooms; only 18.2% (n=4) of those respondents who answered this question indicated that access was available from only one computer location.  27.3% (n=6) of those who answered indicated that access was available for clusters of reporters with different Internet accounts, and 72.7% (n=16) stated that access was available to all reporters in the newsroom from their own desktop computer. 

 

            In response to a series of dichotomous choice items, respondents reported that use of the Internet was part of the regular work for a wide variety of staffers.  (See Table 1).

 

Table 1

Newsroom Staffers Use of the Internet as Part of Regular Work

Staff Member		Yes			No
	Percent		N	Percent		N
Librarian	22.7		5	77.3		17
Researcher	45.5		10	54.5		12
Reporters	95.5		21	4.5		1
News artist	58.8		10	41.2		7
Editor	71.4		10	28.6		4
Producer	12		3	88		22

 

Perceived Internet Usage and Usefulness

            In response to a dichotomous choice question, 45% (n=9) of respondents indicated that their newsroom had a policy or philosophy with respect to Internet use by their staff, while 55% (n=11) said they did not.  Subsequent open-ended responses indicated that polices ranged from “Christian values” to “Internet use for business only” to “no illegal or immoral activity.”

 

            Newsroom usage of the Internet was reported as being fairly extensive, with the majority of respondents indicating usage for a series of news collection functions.  (See Table 2).

 

Table 2

Internet Usage for News Collection Purposes

 

Information research/background for stories        95.5                  21         4.5                    1

Queries/interviews with expert sources               68.2                  15         31.8                  7

Send/receive email                                            95.5                  21         4.5                    1

Receive news releases                                      95.5                  21         4.5                    1

Exchange viewpoints w. other journalists            59.1                  13         40.9                  9

Database manipulation                                       31.8                  7          68.2                  15

 

            In order to assess perceived usefulness, respondents were asked to rate a series of newsroom-oriented Internet applications/functions according to their usefulness, on a five-point Likert scale ranging from 1= “least useful” to 5 = “most useful,” Responses indicated that survey respondents found most functions of average to above average usefulness, with statistics, background information searches achieving the highest mean (M=4.29, SD = 1.10).  (See Table 3).

Table 3
Perceived Usefulness of Internet Newsgathering Functions

Stats, background information searches                           21                     4.29                  1.10

Query/interviews with expert sources                             20                     3.10                  1.29

Transmission of stories for reporters on assignment         19                     2.58                  1.61

News releases sent from govt. info. or PR offices           22                     3.77                  1.23

Commercial news services                                             21                     2.81                  1.50

News graphics and photos                                             14                     4.07                  1.14

Database retrieval                                                         8                      2.50                  1.69

 

Perceptions of Email and Computer Assisted Reporting

 

With respect to specific perceptions as to the usefulness of email and computer assisted reporting as news collection functions, respondents expected internal and external email use by their newsroom staff to increase most substantially over the next five years.  On a scale of 1-5, with 5= ”greatly increase” and 1= ”greatly decrease,” the mean for email was M = 4.00, SD = 1.03. 

           

            Using a Likert scale ranging from 1= “least useful” to 5=”most useful,” respondents were asked to rate their perceptions of the benefits of computer-assisted reporting. Responses indicated that respondents found most benefits to be of average to above average usefulness, with speed of information gathering achieving the highest mean (M= 4.22, SD= .81). (See Table 4).

 

Table 4

Benefits of computer-assisted reporting

Track story topics to insure fresh stories                         21                     3.47                  1.24

Get story ideas by reading current trends on

various Internet subject groups                                       21                     3.19                  1.16

Interact with other journalists                                         21                     2.47                  1.32

Stay current with the news industry                                20                     3.40                  1.23

Speed up information gathering                                       22                     4.22                  .81

Conduct investigative news projects                                21                     3.38                  1.28

Allow reporters away on assignment to file stories           21                     3.28                  1.48

 

 

When asked whether they would like to receive news information electronically or via traditional methods (fax or hand delivery), respondents indicated that they would prefer to receive information electronically.  Eighty-one percent (n=21) said that they would prefer to receive releases from government information offices electronically; 71.4% (n=21) said they would like to receive releases from public relation firms electronically; 76.9% (n=13) said they would prefer electronic transmission of obituary notices; 81% (n=21) preferred electronic transmission of news items from other local sources; 71.4% (n=14) preferred electronic submission of letters to the editor; and 87.5% (n=16) wanted electronic transmission of news graphics and photos.

 

Utilization of the Web as a News Dissemination Source

            To achieve this objective, respondents were asked a series of dichotomous choice questions about their use of a Web site presence. Of the respondents (n=22) 63.6% indicated that they maintained an online Web presence.  Only 1 (7.1%) respondent indicated that their site required visitors to sign up for access, while 92.9% (n=13) said they did not.  Of those respondents with Web site presences, most indicated that they maintained a variety of news dissemination features, ranging from programming information to archived news stories.  (See Table 5).

 

Table 5

Web Site News Dissemination Features

Percent            N                      Percent            N

Programming information           60                     9                      40                     6

Streamed newscasts                  66.7                  4                      33.3                  2

Promotion/advertising                71.4                  10                     28.6                  4

News updates                           71.4                  10                     28.6                  4

Feature stories                          78.6                  11                     21.4                  3

News links                                71.4                  10                     28.6                  4

 

            In addition to these responses, respondents individually indicated under “other” the following:  “standard community information”; “streamed music”; video clips, calendar”; and “weather radar.”

 

Discussion/ Conclusions

 

The findings of this study indicate, not surprisingly, that Florida media outlets, in general, are using the Web/Internet extensively, for news gathering, collection and dissemination, and that they plan to do so even more in the future. Local and regional newspaper, radio and TV station respondents indicated that they currently utilize the Web/Internet for a wide range of activities, ranging from downloading graphics to receiving email, with the most important/common use cited as conducting research/background for stories. Interestingly, Internet use by newsroom reporters appeared almost universal, and the great majority of media outlets indicated that they preferred to receive information from sources electronically, findings that might not have been the case as recently as five years ago. These results provide support for the argument that the importance of speed in newsgathering and dissemination processes may be fundamentally changing the way news operations do business, a fact that will also have implications for information sources in general.

 

Based on these findings, it can be argued that agricultural communicators may need to move more to electronic dissemination of information if they want to stay abreast of trends in the newsroom and enhance their chances of publication through packaging information for news media in the most useful manner possible.  Increasingly, it appears that the most useful package will be an electronic one. While many agricultural institutions of higher education already are providing news electronically, based on these findings they may also need to move toward preparing information such as photos, graphics, charts/graphs, and video in digital form.

 

Another implication of this study is that agricultural industries and institutions may need to focus more on ways to stay in contact with reporters electronically, since almost all use the Internet for story research. Internet based publicity tools, such as promotional web sites, online pressrooms and electronic media kits are all ways to maintain a strong online presence with media, and many in agriculture are already exploring these in greater depth.

 

Through utilization of the Web, agricultural industries and institutions may also have the opportunity to work with media more closely, by having information linked from media outlets' Web sites in order to reach more of the general public, since that is one of the resources mass media sites provide. This could become one more way for the public to get important agricultural information. Unlike other forms of mass media dissemination, in this case the media itself could be utilized as another avenue to get credible agricultural information out to the public.

 

Although the Internet potentially presents many benefits and opportunities for disseminating news about agriculture and for improving relations with media, media use of the Web will, however, continue to present something of a challenge for agricultural communicators who seek to bridge the rural-urban digital divide.  Attempting to respond to newsroom trends toward electronic newsgathering and dissemination while still maintaining ties with rural audiences and their preferences for traditional media will not be easy; charting a course that balances and offsets these two audiences may be one of the biggest challenges ahead for agricultural communicators in the new century.

  

References