|
Title:
|
THE EFFECTS OF FREQUENCY OF MEDIA UTILIZATION ON DECISION MAKING OF MEDIA CHOICE |
|
Author(s):
|
Yasushi Gotoh |
|
ISBN:
|
978-989-8533-23-4 |
|
Editors:
|
Demetrios G. Sampson, J. Michael Spector, Dirk Ifenthaler and Pedro Isaías |
|
Year:
|
2014 |
|
Edition:
|
Single |
|
Keywords:
|
Media Literacy, Decision Making of Media choice, Meta-cognitive knowledge, AHP, Visualization |
|
Type:
|
Full Paper |
|
First Page:
|
32 |
|
Last Page:
|
38 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
The purpose of this study is to use the Analytic Hierarchy Process in order to identify how frequency of media use in daily life affects decision-making in media choice. 276 university students took part in this research, They were asked to prioritize their ways of obtaining information about current affairs using sets of media such as TV, books, newspapers, webpages, Twitter and Facebook. Multiple regression analysis showed a clear relationship between frequency of media use in daily life and decision- making in media choice. It was suggested that frequency of media use in daily life affects decision- making in media choice. For example, even in aspects where it would be appropriate to obtain information from books, the high web using group tends to select the web. Information about these students tendencies is useful as meta-cognitive knowledge. |
|
|
|
|
|
|
