Ask a college classroom full of students where they read
their news. Chances are, the Internet will be the most popular answer. Since
news media is a commodity, companies must keep up with the trends, not only to
disseminate information, but also to ensure readership (and profit). When
individuals have their choice of news sources thanks to the World Wide Web,
there runs a risk of informational bottlenecking by reading only information
that aligns with personal views, the effects of selective exposure and confirmation
biases.
However, Harvard’s Nieman Journalism Lab may have identified
a way around the media bottlenecking. Consumer news choices may not be based
purely on political persuasion or issue affinity, but on something a little greener.
A study conducted by media economist Iris Chyi of the School of Journalism at
the University of Texas reveals trends about news demographics and intent to
pay for online news. By statistically analyzing data collected from 767 adults
in the United States, Chyi found that age, gender, online news use, news
interest, and preference all uniquely impact online news consumption. The study
found that audiences don’t always
go to their choice “cost-free” site, and the site they use does not mean they
are willing to pay for it, if need be.
This limits the
range of exposure, forcing people to go to other sites that may showcase info
contradictory to personal beliefs, minimizing narrowness. People won’t just
gravitate solely toward what they like to hear. They will gravitate to what is
within their means. If more media sources adjust their business models
to accrue online revenue because they can no longer break even with hardcopy
publications, exposure may decrease across the board because people are
unwilling or perhaps unable to pay for those services. Society exalts social
media’s info sharing power, but we have to wonder, would Facebook and Twitter,
driving forces shaping contemporary news media, have been so successful if
members required a credit card to register?
Readers might love to subscribe to “unlimited digital access” of the New
York Times, but change their minds after seeing the sticker price, and settle
for the condensed version. It’s the Ramen Noodle Theory. The Nieman Lab notes,
“People
might prefer steak over ramen — but when it comes time to reach for
their wallets, they opt for Ramen more often.” Since the typical college budget allots more
for Ramen on the stovetop than dinner at Outback Steakhouse, the choice
of online media cannot be as simple as preference.
(Image courtesy of the Nieman Lab)
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