HKAECT 2014 International Conference
Exploring News Reading Behavior in Hong Kong:
Identification of Distinctive Reader Profiles
Will W. K. Ma, Ming-Long Hui, Yuk-Yin Tong, On-Ki Tse, and Pui-Yee Wu
Online Community Research Centre, Department of Journalism and Communication,
Hong Kong Shue Yan University, Hong Kong, China
wkma@hksyu.com; ivanhui456@gmail.com; 145123@hksyu.edu.hk; joyonki@gmail.com; wupuiyee527@gmail.com
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Abstract
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For both academics and media organization practitioners, news reading habit has always been a topic of concerns. Every time when there is a new communication technology evolved, news readers adopt the new technology and utilize its new functionalities to satisfy their needs. News reading habit also changes accordingly. In order to offer the best technologies to satisfy news readers’ needs, it is important to understand their news reading habits. This study aims to explore news reading patterns. The research questions are: What do news readers choose to read? How do they access news media? Would there be any significant relationships between different media? Would there be any unique news readers’ profiles to describe news consumption? This study has employed a survey instrument to collect respondents’ news consumption behavior. Significant correlations are found among different news media. According to the patterns, four different news readers’ profiles are identified, namely, Internet Readers, Loyal Readers, Economy Readers, and Educational Readers. Discussion and implications are offered in this chapter.
Keywords: News reading behavior, Printed newspaper, Internet news, Free newspaper
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Bio
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MA, Will W.K.
Dr. Ma is Assistant Professor of the Department of Journalism and Communication at the Hong Kong Shue Yan University. He is also the CEO of Online Communication Research Centre of the Department. He got a MSc and a MPhil at the Hong Kong University of Science and Technology. He received his PhD at the University of Hong Kong. His research focuses on the use of information systems for communication, teaching and learning, online knowledge sharing and interpersonal relationship.
HUI, Ming-Long Hui
Mr. Hui is a journalism student at the Hong Kong Shue Yan University. He decides to work in the field of public relations in the future. He is interested in analyses and exclusive interviews.
TONG, Yuk-Yin
Tong Yuk Yin is a student of the Hong Kong Shue Yan University, majoring in Journalism and Mass Communication. He cares about the society and plans to be a journalist in the future. He is interested in conducting research on media and social issues.
TSE, On-Ki
Ms Tse is a student at the Department of Journalism and Mass Communication, the Hong Kong Shue Yan University. She is interested in conducting research on different social issues and mass communication theory.
WU, Pui-Yee
Ms Wu is a student at the Department of Journalism and Mass Communication, the Hong Kong Shue Yan University. She plans to work as a public relations specialist in the future. She is interested in understanding how people communicate with the use of mass media.
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