Type of Document	Dissertation
Author	Johnson, Kristine Camille
Author's Email Address	kcj06@fsu.edu
URN	etd-02132011-152125
Title	Audience Use of New Media Technologies on NPR.org: An Exploratory Study
Degree	Doctor of Philosophy
Department	Communication, School of; Communication Science and Disorders, School of; and the Library and Inform
Advisory Committee	Advisor Name Title Jennifer Proffitt Committee Co-Chair Steven McClung Committee Co-Chair Jay Rayburn Committee Member Jeanine Turner University Representative
Keywords	convergence radio npr digital audio public media online audio national public radio online radio web radio mass media
Date of Defense	2010-11-12
Availability	unrestricted
Abstract This dissertation is an exploratory examination of audience member use of new media technologies found on the NPR Web site, NPR.org. Data was gathered through the use of an online survey that was answered by individuals who belong to online fan groups of programs aired on NPR member stations. A total of 514 users of NPR.org and 100 non-users of NPR.org provided survey responses. The findings from this study suggest individuals use NPR.org to take control of their media experience, to be entertained, for social interaction, and to gather information. Information gathering involves both accessing information on NPR.org as well as obtaining information from others. The NPR Web site was identified as a destination where people can access supplemental or complementary knowledge that was acquired elsewhere, including from NPR radio broadcasts. People prefer to use ―traditional‖ Web site technologies on NPR.org. These include written articles, streaming audio and video, podcasting, and links to local stations. Those who visit the NPR Web site to control their media experience and those who use the site to gather information perceive new media technologies on NPR.org as important. NPR.org visitors who are interested in taking control of their media experience prefer to use applications that are both useful and easy to use. The same viewpoint was found among those who visit the site for entertainment purposes. The research suggests listeners who have not visited NPR.org tend to be unaware of what the Web site has to offer, yet there is an indication these individuals have some knowledge of the social capabilities associated with NRR.org. The industry implications addressed in this study include a suggestion for the inclusion of full-length written articles on radio Web sites and to introduce visitors to new media that is both easy to understand and useful. It was also found that audience use of mobile phones for listening to radio content may be compromised due to data limitations implemented by mobile phone providers. Finally, the research indicates a need to update the variables used for uses and gratifications studies concerning new media technologies.
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