Online News Portal Readers’ Pattern Research on Academicians (A Case Study of NEWS.UNAIR.AC.ID Users) (original) (raw)

Proceeding International Conference on Media and Communications in Southeast Asia, 2018

Abstract

Social changes caused by technological advancement commonly termed innovation diffusion (Rogers, 2003) currently happens in many social groups, especially in higher education academic communities with higher level of education compared to any other social groups. The use of information media to access news has also shifted from printed media or electronic media (broadcasting) to online media, academicians today are more likely to access news or seek information online through online news portal. Universitas Airlangga has an online news portal, news.unair.ac.id, which is devoted to provide information to the internal members of the academic community of the institution of Universitas Airlangga and also for the external community or general public. Changes in the use of communication media also affect the reading and news searching patterns of the users. This research focuses on understanding the academicians’ reading pattern of online news portal through a case study of news.unair.ac.id readers. This study uses descriptive quantitative method with online data survey. The collected data is then analyzed statistically with Descriptive Analysis Measurement of Location method. The population for the object of research is the academicians of Universitas Airlangga, with total 47,571 people, consisting of 1,522 permanent lecturers, 38,047 students and 2,002 employees / administrative staffs (December 2015 data taken from the biography profile of Universitas Airlangga at http://www.unair.ac.id, accessed on May 8, 2017 at 10.00 am). By using simple random sampling technique, the number of respondents from users of the news portal studied is 1104 people. The results of the analysis and conclusion in this study showed that more than 91.3% of users read the news on news.unair.ac.id from their smartphones, 70.4% of users read full articles, 20.6% of users read news leads and the best time for read news portal online at 08 PM until night. Keywords: innovation diffusion, news portal, users, academicians

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