IJSSH 2015 Vol.5(7): 589-595 ISSN: 2010-3646
DOI: 10.7763/IJSSH.2015.V5.523

Research on the Displacing Effect of the Internet on the Traditional Media

Jiang Ling and Zhang Yue
Abstract—By quantitative research, this paper investigates whether the displacing effect of the Internet on the traditional media exists or not through descriptive statistics and multiple regression analysis. It is concluded that there exists the time displacing effect and the Internet has taken people’s time off the traditional media but only temporarily; some functions of the traditional media cannot be displaced. Thus, this paper puts forward coping strategies for the traditional media and the Internet media respectively. The traditional media should establish an operation concept that connects all media; the traditional media should seek the differentiation of function and object; the online media should give a full play to its advantage and attract more users.

Index Terms—Internet-use, preference, and old media.

Jiang Ling is with the School of Literature and Journalism, Sichuan University, Chengdu, CO 610065 China (e-mail: verypp@163.com).
Zhang Yue is with the School of Journalism and Communication, Peking University, Beijing, CO 100871 China (e-mail: zhangyue108@gmail.com).

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Cite: Jiang Ling and Zhang Yue, " Research on the Displacing Effect of the Internet on the Traditional Media," International Journal of Social Science and Humanity vol. 5, no. 7, pp. 589-595, 2015.

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