Exploring perspectives of students studying communication toward media access and use: A Q method study

Abstract

Scope and Method of Study: This study sought to help news industry professionals and educators tailor their services to a young audience that has grown up among a plethora of media options. To better reach and educate today's up-and-coming media professionals, those in the industry need a better understanding of modern media students' perspectives of news. This study used Q methodology and relies on Stephenson's Play and Dutta-Bergman's Media Complementarity theories. Students on a large, comprehensive university campus pursuing undergraduate studies via a communications-related major during the 2010-2011 school year were asked to complete a Q sort and demographic instrument. Thirty-four participants resulted in 33 usable sorts. Q statements in this study referenced both how communications students use various media channels and modern media pundits.

Findings and Conclusions: The following labels were applied to the three perceptions found in this study: Old-school Media Hounds; Sensational Snippets; and Complimentary Convergers. Old-school Media Hounds tend to be more traditionally news oriented, with a strong appreciation for newspapers' role as government watchdog. Sensational Snippets tend to seek their news in convenient bits and pieces, often from non-traditional news sources. Complimentary Convergers are similar to Old-school Media Hounds in their views of the press, for example, they appreciate the role of the press as government watchdog. However, they do not prefer one media channel more than another, but expect to obtain credible news information free of charge. This study provided recommendations for news industry professionals and educators regarding the three perspectives.