Electronic word-of-mouth in hospitality and tourism management

Some mass communications scholars have contended that uses and gratifications is not a rigorous social science theory. In this article, I argue just the opposite, and any attempt to speculate on the future direction of mass communication theory must seriously include the uses and gratifications approach. In this article, I assert that the emergence of computer-mediated communication has revived the significance of uses and gratifications. In fact, uses and gratifications has always provided a cutting-edge theoretical approach in the initial stages of each new mass communications medium: newspapers, radio and television, and now the Internet. Although scientists are likely to continue using traditional tools and typologies to answer questions about media use, we must also be prepared to expand our current theoretical models of uses and gratifications. Contemporary and future models must include concepts such as interactivity, demassification, hypertextuality, and asynchroneity. Researchers must also be willing to explore interpersonal and qualitative aspects of mediated communication in a more holistic methodology.

/pdf/uses-and-gratifications-theory-in-the-21st-century-123uck608n.pdf

Uses and Gratifications Theory in the 21st Century

We show that the demand for news varies with the perceived affinity of the news organization to the consumer’s political preferences. In an experimental setting, conservatives and Republicans preferred to read news reports attributed to Fox News and to avoid news from CNN and NPR. Democrats and liberals exhibited exactly the opposite syndrome—dividing their attention equally between CNN and NPR, but avoiding Fox News. This pattern of selective exposure based on partisan affinity held not only for news coverage of controversial issues but also for relatively ‘‘soft’’ subjects such as crime and travel. The tendency to select news based on anticipated agreement was also strengthened among more politically engaged partisans. Overall, these results suggest that the further proliferation of new media and enhanced media choices may contribute to the further polarization of the news audience.

/pdf/red-media-blue-media-evidence-of-ideological-selectivity-in-1y2u7bsv60.pdf

Red Media, Blue Media: Evidence of Ideological Selectivity in Media Use

This study explores travel blogs as a manifestation of travel experience. Visitor opinions posted on leading travel blog sites were analyzed to gain an understanding of the destination experience being manifested. Travel blogs on Charleston, South Carolina, were collected through the three most popular travel blog sites and three blog search engines. Blogs were analyzed using semantic network analysis and content analysis methods to ascertain what bloggers were communicating about their travel experiences. Results revealed that major strengths of the destination were its attractions: historic charm, Southern hospitality, beaches, and water activities. Major weaknesses included weather, infrastructure, and fast-service restaurants. Qualitative results demonstrated that travel blogs are an inexpensive means to gather rich, authentic, and unsolicited customer feedback. Information technology advances and increasingly large numbers of travel blogs facilitate travel blog monitoring as a cost-effective method f...

http://jtr.sagepub.com/content/46/1/35.full.pdf

Travel Blogs and the Implications for Destination Marketing

If informed voters receive favorable policies, then the invention of a new mass medium may affect government policies since it affects who is informed and who is not. These ideas are developed in a voting model. The model forms the basis for an empirical investigation of a major New Deal relief program implemented in the middle of the expansion period of radio. The main empirical finding is that U. S. counties with many radio listeners received more relief funds. More funds were allocated to poor counties with high unemployment, but controlling for these and other variables, the effects of radio are large and highly significant.

Jennifer N. Hampton

Papers

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