Author's Keywords: substitute, TV, Internet, fuctional alternative, relative superiority, heavy use	Convention Submission, Review, and Scheduling! All Academic Convention can help with all of your abstract management needs and many more. Contact us today for a quote! Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p92727_index.html Direct Link: HTML Code:

Huh, Searle. "Internet Users and TV Audiences: Differences on Genres, Motives, and Perceptions" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, <Not Available>. 2008-10-09 <http://www.allacademic.com/meta/p92727_index.html>

Huh, S. "Internet Users and TV Audiences: Differences on Genres, Motives, and Perceptions" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <PDF>. 2008-10-09 from http://www.allacademic.com/meta/p92727_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: This paper intended to find the potential that Internet plays a role as a functional alternative for TV. For the purpose, this paper tested the difference between Internet use and TV use, especially focusing on the differential use of a) genre, b) motives, and c) perception of both medium. Some tests were done with divided four groups (both light users, TV heavy users, Internet heavy users, both heavy users) based on the degree of use. Results show that the different uses between heavy user and light user are shown only in limited variables. Big different uses are found only for the primary uses of a medium or the uses having relative superiority over the other. Conclusively, although people spend more time on a medium, the high frequency of use does not necessarily lead so called ‘all or nothing’ strategy to be adopted to changed media environment. Rather, people’s reaction to the new medium may be rational as a partial substitute or eclectic supplement by assessing one medium’s relative superiority over the other, rather than complete change of media using patterns and related perceptions.

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