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Who Gets Vocal About Hyperlocal |
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| Authors: | Piotr S Bobkowski Laveda J Peterlin Nathan J Rodriguez |
| Institution: | 1. William Allen White School of Journalism and Mass Communications, University of Kansas, Lawrence, USA. Email: bobkowski@ku.edu;2. Department of Digital Communications, University of Saint Mary, Leavenworth, Kan, USA. Email: peterlin651@stmary.edu;3. Division of Communication, University of Wisconsin-Stevens Point, USA. Email: Nathan.Rodriguez@uwsp.edu |
| Abstract: | This study examined the characteristics of readers who share hyperlocal news in person, over email, and through social media. A reader survey of 10 hyperlocal news websites that operate in a variety of communities in the United States was conducted (n?=?2289). More readers indicated sharing hyperlocal news in person than through email or social media. Higher neighborhood involvement and higher education tended to characterize readers who shared hyperlocal news via each of the three channels. Education moderated the association between neighborhood involvement and sharing news in person and via social media. These results suggested that highly involved readers with little education used social media more than their highly educated neighbors to share news from hyperlocal websites. The study extends the precepts of channel complementarity theory into the domain of online news sharing. |
| Keywords: | channel complementarity theory hyperlocal news websites neighborhood involvement news sharing opinion leadership quantitative research reader survey |