Professional Documents
Culture Documents
Design of Websites
August, 20007
Running Head: A Comparative Analysis of Traditional media websites
Abstract
For many years, the visual distinction between print and broadcast mediawas clear,
however the Internet and multimedia have almost completely dissolved the boundaries of
traditional media on the web. The purpose of this research is to examine the content and design
that contribute to the evolving visual convergence format of web newspapers, radio station
websites and television station websites. A content analysis of 282 web newspapers, 112 radio
station websites and 128 television station websites found that while news media have increased
their presence on the web, they are still working to move beyond imitation of format and
repurposing content from traditional media. All media have improved in the design and
presentation of their content however, limited audience interaction to mostly email, and few
provided streaming or even downloadable media content. Data indicate few distinctions in the
format of content and design across news mediawebsites and, sameness to the format of content
and design of websites within media type, though some variation occurred with respect to network
2
Running Head: A Comparative Analysis of Traditional media websites
For many years, the visual distinction between print and broadcast mediawas clear,
however the Internet and multimedia have almost completely dissolved the boundaries of
traditional media. Further, the visual presentation and style of content encompasses the blending
of both structural and graphic elements across media that converge beyond those typically
restricted to traditional media. The unique attribute of the web is that no one medium becomes
obsolete per se, but rather old media converge with technology to become new, or to coexist in a
new form. However, while the web was originally thought to be an alternative, innovative and
engaging new outlet, it is possible that just like traditional media, media logic has penetrated the
content and visual presence of traditional media websites. Thus, it is the purpose of this study to
see if specific content and design is distinct to this evolving visual convergence format of web
newspapers, radio station websites and television station websites or if sameness in design and
content exists.
Literature Review
Research has looked at how users have adopted online news websites and how they interact
with these websites (Chyi & Lasorsa, 1999; 2002; Dutta-Bergman, 2004; Ha & Chan-Olmsted,
2004; Moody, Greer, & Linn, 2003; Stempell & Hargrove, 2004; Tewksbury, 2005; Vargo,
Schierhorn, Wearden, Schierhorn, Endres, & Tabar, 2000; Tewksbury, 2005; Wu & Bechtel,
2002). For now, at least, these websites were not seen as a substitute for traditional media, rather
users sought these websites to add or supplement existing information (Chyi & Lasorsa, 1999;
2002; Dutta-Bergman, 2004; Li, 2001; Moody, et al. 2003; Stempell & Hargrove, 2004;
Tewksbury, 2005; Vargo, et al. 2000; Wu & Bechtel, 2002). Although the majority of people
surveyed had access to the web, they still sought traditional media for local news and information
(Chyi & Lasorsa, 1999; 2002; Li, 2001, Peng, et al., 1999; Stempell & Hargrove, 2004; Wu &
3
Running Head: A Comparative Analysis of Traditional media websites
Bechtel, 2002). Most readers reported seeking information online mostly for national news (Chyi
& Lasorsa, 1999; 2002; Li, 2001; Wu & Bechtel, 2002). However, Li (2001) found strong
competition exists between electronic newspapers and television news. Readers also responded
that given the same content and ease of accessibility for both versions of the newspaper, they
preferred print. Respondents also chose the headline-plus-deck option because of the summary
length (Chyi & Lasorsa, 1999; 2002; Peng, et al., 1999). Vargo, et al. (2000) found readers had
mixed feelings regarding length of stories either too long or too short. If readers were interested in
the story, findings showed they would follow the link to read the remainder of the story regardless
of the length.
Research also found that the majority of usersthink online news still lacked development
of web-specific features such as chats and forums, searchable databases, real-time data
transmission, hyperlinking, and multimedia presentations (Chyi & Lasorsa, 1999; 2002; Li, 2001,
Peng, et al., 1999). Moody, Greer and Linn’s (2003) survey of Internet NPR users found two types
—those who seek straight information and those who sought interactive dynamic content such as
analysis of Internet users of cable and television station websites found younger audiences online.
However, many reported an unwillingness to download extra software to view or interact with
content. Dutta-Bergman’s (2004) survey of Internet users found that individuals interested in
specific content would seek out information in traditional and online media in the same content
specialization and the users of websites visited were fragmented along specialized content based on
Some research has examined the content and interactive features on media websites (Bates,
et al., 1997; Chan-Olmsted & Park, 2000; Choi, 2004; Dibean & Garrison, 2001; Greer &
4
Running Head: A Comparative Analysis of Traditional media websites
Mensing, 2004; Kiernan & Levy, 1999; Li, 1998; Lin & Jeffres, 2001; Lind & Medoff, 1999;
Lowrey, 1999; Peng, Tham, & Xiaoming, 1999; Pitts, 2003; Pitts & Harms, 2003; Randle &
Mordock, 2002; Ren & Chan-Olmsted, 2004; Tewksbury, 2005). In an early content analysis by
Bates, et al. (1997), television station websites did not provide many links to other media sites or
much by way of local news and information and in-depth information about stories broadcast on-
air. Websites were also limited in weather and sports content and mostly highlighted local
programming. Websites were lacking in design and made little use of audio and video. Content
was mostly available on sub-pages within website or links to other websites. Beyond email, other
forms of interaction included search engine of website, forms for feedback, and the ability to
At the time of Li’s (1998) research, text information was the dominant content on
newspaper websites and limited use of technology. Lid did find that web newspapers were starting
to present news and information beyond the confines of atraditional newspaper format such as a
hybrid of graphics, photos, and text on the homepages of websites and inner pages were mostly
dominated by text. Peng, Tham, and Xiaoming (1999) found webnewspapers presented news and
information based on one of four design styles—traditional newspaper format modified to fit the
computer screen, text and graphics in addition to directories (links to newspaper sections),
headlines plus text and directories, headlines plus directories, or directories only. National and
metropolitan papers mostly followed the traditional newspaper format modified for the computer
screen, while local papers mostly adopted the directories only format. Peng et al. also found that
by publishing online, newspapers could provide more services to readers such as an archives of
past stories, searchable classified ads, forums and chat mechanisms, as well as email between
Kiernan and Levy (1999) found little evidence to support the theory that competition
5
Running Head: A Comparative Analysis of Traditional media websites
among commercial television stations influences the content on their corresponding websites.
They also did not find a correlation among station financial resources, market rank or network
affiliation. Kiernan and Levy suggest that the lack of relationship might be due to no competition
journalistically among the websites; rather websites were merely an extension of the broadcast
station. It is also possible that websites sponsored by broadcast stations were new so that at the
time of their research, there was no competition among websites, rather the push to have a website
was more “the vision of a key station official with an interest in the Internet” (p. 277).
Lind and Medoff (1999) found a wide range of content on radio station websites, yet few
provided much by way of audio streaming and downloadable audio files. Communication with
listeners was facilitated through forms and email, however radio station websites seldom made use
of chats or forums. In 2003, Pitts and Harms (2003), found that not much had changed. Less than
half of the radio station websites were providing live streaming, interaction was limited to email
and the posting of station phone numbers, few provided live chats or forums or the opportunity to
Lin and Jeffres (2001) compared newspaper websites, radio station websites and television
station websites in U.S. metropolitan areas to see if market type and market size had an effect on
content, communication and technical aspects of these websites. Overall, they found media type
and market size had little impact on the depth of coverage and content features presented on these
websites, except in larger markets that had more advertising dollars sponsoring their sites. Lin and
Jeffres also found web newspapers lacked design and presentation of content, television stations
lagged behind in diverse content, and radio seldom featured news content. Radio station websites
however, provided more streaming audio than web newspapers and television station websites.
Dibean and Garrison (2001) conducted a longitudinal content analysis of six web
newspapers between the years of 1998 and 1999. Dibean and Garrison found the most prevalent
6
Running Head: A Comparative Analysis of Traditional media websites
technologies on these websites were used for consumer services, email and related information for
stories. In just under a year they also found growth in electronic commerce and a decrease in plug-
in technologies and Java applets. Greer and Mensing (2004) also conducted a longitudinal analysis
of web newspapers from 1997 to 2003. They found web newspapers were offering more content,
multimedia, interactivity, and revenue sources in large circulating newspapers, however small
newspapers still lagged behind. Primary news content was local in focus with some increase of
national news content and websites were starting daily updates of content. Content was also
starting to be accessible on homepages not just within pages of site, headlines and leads were also
presented on homepages along with a mix of news and site information on the homepage,and
news archives.
Chan-Olmsted and Park (2000) found limited communication and transactional structures
on television station websites. They also assert that television websites did not provide the same
rich news and information typically found on newspaper websites. Generally, local television
station websites emphasized news and programmingcontent and format was typically text-oriented
with headlines. Similarly, Pitts (2003) found most television stations provided text-only content
and rarely capitalized on dynamic content such as audio, video and other multimedia products.
Pitts also found very little content originating from their corresponding television stations, rather
content originated from the Associated Press or their own network. Moderate interactivity
included places to submit news tips, file complaints, phone numbers and mailing addresses.
Navigation of these websites was at times confusing, links did not always work and it took two to
three clicks to get to the news portion of the website. Pitts also found limited differences in station
Other research has examined differences in traditional versus online versions of media
content (Chan-Olmsted & Park, 2000; Choi, 2004; Jung, 2003; Lin & Jeffres, 2001; Peng, et al.,
7
Running Head: A Comparative Analysis of Traditional media websites
1999; Ren & Chan-Olmsted, 2004). Chan-Olmsted and Park (2000) found local television stations
provided news and information on the web,however, they were not providing features such as
services, or data collection systems online. Visually, Jung (2003) found fewer visuals in print
newspapers compared to web version. Jung also found content was more diverse in print than the
web, and little difference in sentence length in either version. Choi (2004) found public journalism
was somewhat practiced online whereas print newspapers typically engaged in public journalism.
Mostly though, web newspapers published content straight from their print counterpart and lacked
interaction with their audiences. Ren and Chan-Olmsted (2004) found that Internet-based radio
station websites provided more alternative formats than terrestrial radio station websites. They
also found terrestrial radio station websites generally included information about the station, its
staff, and the local community, as well as product related news,program schedules and program
information; however, Internet radio station websites mostly provided product reviews, regulatory
information and playlists. Overall, Ren and Chan-Olmsted found terrestrial radio station websites
included more audio downloadable and streaming media, Internet radio websites provided more
software to download and links of interest. Internet-based radio stations were also more likely to
communicate and generate income through innovative and interactive features not typically found
on terrestrial radio station websites because terrestrial radio weremore likely to just transfer their
Media Logic
In the early years of web publishing, many traditional media websites had no distinct
format or rules to designing their websites; rather most repurposed content from their traditional
counterpart, while others felt their way as they went along (Seelig, 1997). Cooke’s (2005) forty-
8
Running Head: A Comparative Analysis of Traditional media websites
year analysis of the visual presentation of news in print, television and the Internet, found a move
toward visual convergence. Based on her analysis, Cooke linked the convergence of visual
presentation and style of media on the web to emerging new technologies such as the blending of
both structural and graphic elements across media beyond those typically common to traditional
media. Similar to television, the Internet has been thought to provide users with the largest breath
of information as well as blend visual, aural, text and interactivity to heighten users experience
with connecting to the world. Before the media product may have been a newspaper, radio
broadcast, or television broadcast, now it is a media website. Thus, just as television assumed the
convergence of newspapers and radio, the Internet assumes the formats of media before it.
McLuhan’s ideas then that the ‘content’ found in traditional media now “is made strong and
intense just because” it plays out on the web (McLuhan &Zingrone, 1995; p. 159), occurs because
So if the Internet blurs the boundaries of traditional media on the web, “which provides the
same technological platform for all media,” then as Randle and Mordock (2002) suggest, it is
possible that media logic is useful for examining the content and design of media websites (p.
249). According to Altheide and Snow (1979), media logic is the particular format a medium uses
organized, the style in which it is presented, the focus or emphasis on particular characteristics of
behavior, and the grammar of media communication.” (p. 10). Traditional news media for
example, follow a particular format to the content they present: world and national news, local
news, sports and weather, and editorials. Some media, such as television news, is broken-down
into timed segments that are quick, basic, and entertaining. Altheide and Snow also suggest that
competition influences media logic, “We are referring to the way three of four stations in a market
area will adopt the format and even the actual stories of its competitors in order to enhance their
9
Running Head: A Comparative Analysis of Traditional media websites
Before the Internet, the visual distinction between print and broadcast media was clear,
however with the advent of the web, the Internet and multimedia have almost completely dissolved
the boundaries of traditional media on the web. Technology then just as in recent times,
contributes to formats of gathering and producing the news. From this perspective, media logic is
a way for website producers to organize content in both a visually appealing manner and an
organized routine. Media logic is useful for linking changes in technology and how it affects
media content and format. The theoretical framework media logic, then, is fitting when examining
the issue of content format and adaptability from one medium to another—such as traditional
media to the web. Accordingly, the following research questions relating to the media logic of
Research Questions
b: Will radio station format influence content found on radio station websites?
c: Will market rank influence content found on television station websites and
RQ2: What kinds of design and presentation styles have traditional media websites
adopted?
station websites?
b. Will radio station format influence design and presentation styles of radio
10
Running Head: A Comparative Analysis of Traditional media websites
station websites?
c: Will market rank influence design and presentation styles of television station
newspapers?
RQ3: In what ways are traditional media websites facilitating interaction among
audiences?
RQ4: As a whole, what forms of multimedia are found on traditional media websites?
Method
A sample of traditional media websites was compiled during the summer and fall 2005.
Using systematic skip interval with a random start,1 approximately 25 % of each sample unit was
selected from a U.S.-based Internet list reported by American Journalism Review (AJR).2
Out of 1231 national and daily newspapers listed with AJR, 282 were selected into the sample. Of
the 741 major broadcast television networks and commercial broadcast television affiliate stations
listed on AJR’s site, 128 were selected into the sample. From the 157 news/talk and sports station
listed on AJR’s site, a total of 112 news/talk and sports radio station websites were selected into
sample, and no distinction was made based on AM or FM frequency. In keeping with previous
web analyses, public radio and television stations, as well as religious stations were excluded from
the study (Lind & Medoff, 1999; Pitts, 2003; Pitts & Harms 2003; Randle & Mordock, 2002;
Shapiro, 1992).
The unit of analysis for this project was a website’s homepage. A homepage is the initial
entry point to a website and provides information to content both on the homepage and by way of
research stream to prior literature in this area, this study adapts previously validated recording
units so that cooperative researchefforts can be promoted in the community (Choi, 2004; Greer &
Mensing, 2004; Kiernan & Levy, 1999; Lin & Jeffres, 2001; Lind & Medoff, 1999; Peng et al.,
1999; Pitts & Harms, 2003; Randle & Mordock, 2002; Ren & Chan-Olmsted, 2004). Using
validated recording units and agreed upon constructs, researchers can also apply these results in
light of past findings (Cook & Campbell, 1979; Hunter, Schmidt, & Jackson, 1983). Thus,
drawing on previous literature along with a qualitative scan of the websites captured for this
analysis, the five categories were: news content, design and presentation styles, interactivity, and
multimedia.
The recording units under news content included local news, national and international
news, breaking news, list of that day’s news, sports, weather, consumer news, health-related news,
arts, entertainment & leisure news, community news, computers and technology, and editorials.
Every website starts with a homepage and it is typically the first thing seen by a user, hence the
most important element. The homepage should be attractive and should clearly indicate what the
product is designed to do. Thus, two measures relating to design and presentation styles of
The first, content design represents the arrangement of content on the homepageof
traditional media websites and the visual representation of an idea that relies on the creation,
selection, and organization of visual elements to create an effective communication. The variables
examined were: top news story link (story on homepage that is given the most prominence by
position, size of type, use of art, or the first news story listed); simple usability/no technology skills
information is separated into manageable page-sized chunks; the user does not have to download
or use other technology to access content; clear navigation and labeling of content; web design
12
Running Head: A Comparative Analysis of Traditional media websites
avoids gimmicks and flashy elements such as animation, sound, or flash file; consistency of look
and feel in design throughout entire website, for example: using the same typefaces, type styles,
colors, scheme for buttons, and menu system; clear site identification on each page included
providing the reader with consistent cues as to origin of content as well as making sure that users
always know where they are; common Internet visual conventions and signposts such as cues for
the reader regarding website information structure and contents; photos accompany news stories as
opposed to text-only news stories or stories with photos that were only on the homepage. The
second measure presentation styles provides the orientation and navigation to the user of a news
media website, as well as how links or buttons to pages within the website were presented. Coders
selected from a list of three choices of presentation styles: text, photos, and/or graphics plus
directories (of links to sections within site); headlines plus text and directories (of links to sections
within site); or a “no-nonsense, no frills” approach to design, directory only on homepage with
Interactivity features were coded for the possibility of engaging a reader with the news
organization by way of email, public forum, chat, survey or poll, games, online archive of past
stories that are searchable, online archive of photos accompanying news stories that are searchable,
search engine of entire website, email newsletter that lets readers customize news to receive via
email. Multimedia included coding such items as a multimedia presentation (i.e. slideshow or
photo gallery), video clips, audio clips, flash files, java applets (i.e. business ticker such as stock
quotes or sports scores), and streaming media (i.e. simulcast broadcast of newscast or radiocast).
Two graduate students participated in the coding process. They were instructed to code the
homepage of each website to determine presence or lack of presence of items. Coders only open
hyperlinked features on homepages when prompted to find out the presence or lack of features
(i.e., link on home page for sports, coder clicked on hyperlink to determine if sports coverage
13
Running Head: A Comparative Analysis of Traditional media websites
included high school sports, college sports, and professional sports) or to assess consistency in
design elements throughout entire website. Coders only coded archived content to ensure for
consistency of content rather than viewing live pages that were updated since the time of capture.3
Following methods adapted from Kiernan and Levy (1999) and Ren and Chan-Olmsted (2004), a
check of intercoder reliability was conducted on approximately ten percent of websites. Using
Scott’s Pi formula (Riffe, Lacy, and Fico, 1998), average inter-coder reliability was .81 (ranging
from .62 to 1.0). According to Bakeman and Gottman (1997), .70 is an informal criterion
Findings
Daily newspaper circulation figures were taken from the Editor & PublisherYearbook
2006. Of the 282 web newspapers included in the sample for this study, 54.6% were under 20,000,
23.6% were between 20,001 and 50,000, 10.3% were between 50,001 and 100,000, 6.3% were
between 100,001 and 250,000, 3.3% were between 250,001 and 500,000,and 1.8% were 500,001
and up. These numbers are consistent with Greer and Mensing (2004), which found the majority
of newspapers to be below 100,000 in circulation. The 240 television and radio stations formed
the basis of the broadcast datasample and represented a range of markets4 and affiliations. Of the
112 radio station websites, 82.4% were news and 17.6% were sports. Market ranks of radio
125 (5.4%), 126 – 150 (6.3%), 151 – 175 (2.7%), 176 – 200 (9.8%), and 201+ (17.0%). A total of
128 commercial television affiliate websites roughly corresponds to the network affiliations of
U.S. commercial television stations: ABC (23.6%), CBS (30.7%), NBC 18.9%, FOX (17.3%),
UPN (4.7%), and WB (4.7%). There was also range of market sizes for commercial television
126 – 150 (7.9%), 151 – 175 (6.3%), 176 – 200 (6.3%), and 201+ (1.6%).
News Content
Research question one examined the extent to which traditional media websites
differentiated in news content. A composite measure was computed to represent the volume of
content on traditional media websites. News content was operationalized by determining the
different types of news-related information provided on websites; scores could range from 0 to 21
(see Table 1). All content related to news was coded to represent a content score, zero for no and
one for yes. Coders noted the presence or absence of content on the homepage of the website and
if the content was not present, they coded the presence or absence of a hyperlink to sub-pages for
that content. One-way ANOVA results followed by Tukey post hoc test for multiple comparisons
revealed that news content differed significantly among traditional media websites, F (2, 519) =
29.10, p < .001; web newspapers (M =12.07), television station websites (M = 10.20), and radio
Table 1
News Content
Web newspapers Television Radio
15
Running Head: A Comparative Analysis of Traditional media websites
News content differences of television station websites based on network affiliation were
also examined. A one-way ANOVA test was run to compare the differences of news content by
network affiliation within television station websites, F (5, 121) = 3.11, p < .01. The F test was
followed up with Tukey post hoc test for multiple comparisons. Some models were found to have
a significant difference in news content (p < .05); these models were: ABC (M = 11.40) and WB
(M = 8.17), CBS (M = 11.21) and UPN (M = 5.17). However, UPN (M = 5.17), WB (M = 8.17),
and FOX (M = 8.28), were not much different from each other in news content. Similarly, NBC
(M = 10.33), CBS (M = 11.21), ABC (M = 11.40) were not much different from each other in
news content. There were some differences in news content between UPN (M = 5.17), WB (M =
8.17), and FOX (M = 8.28) from NBC (M = 10.33), CBS (M = 11.21) and ABC (M = 11.40).
Further, news/talk and sports radio station websites were not significantly different in news
content.
A one-way ANOVA test was run to compare differences in news content by market rank
for television station websites, F (8, 117) = 2.54, p < .05. The F test was followed-up with Tukey
post hoc test for multiple comparisons. Only two models were significantly different when
compared by market rank (p < .05), market ranks 26-50 (M = 12.90) and 176-200 (M = 6.50), and
market ranks 51-75 (M = 12.28) and 76-100 (M = 7.28). A one-way ANOVA test was also run to
compare differences in news content by market rank for radio station websites, no statistical
16
Running Head: A Comparative Analysis of Traditional media websites
A one-way ANOVA test of news content revealed a significant main effect for newspaper
circulation figures, F (2, 268) = 9.2, p <.001. Post hoc comparisons using Tukey post hoc test for
multiple comparisons found newspapers with circulation figures under 100,000 (M = 11.78) were
significantly different (p < .05) than both newspapers with circulation figures 100,001 to 300,000
Research question two looked at the design and presentation styles of content adopted on
homepages of traditional media websites. To determine if there were differences across media
websites in content design, a composite score was computed to represent a design score of all
visual design items; scores could rangefrom 0 to 8 (see Table 2). One-way ANOVA results
revealed content design differed significantly across media type, F (2, 519) = 17.78, p < .001. The
F test was followed up with Tukey post hoc test for multiple comparisons and found radio station
websites (M = 6.03) differed significantly (p < .001) in their content design when compared to web
newspapers (M = 6.77), and radio station websites differed significantly (p < .01) compared to
television station websites (M = 6.52). Web newspapers and television station websites were not
Table 2
Content Design
Web newspaper Television Radio
Clear site identification on each page 275 97.5 127 99.2 109 97.3
Common visual conventions & signposts 276 97.9 123 96.1 93 83.0
Photos to accompanying news-stories 54 19.1 23 18.0 45 40.2
Significant differences emerged across television network affiliation and content design, F
(5, 121) = 4.98, p <.001. The F test was followed-up with Tukey post hoc test for multiple
comparisons, four models were significantly different in content design (p < .05): ABC (M = 7.00)
and FOX (M = 6.09), ABC (M = 7.00) and UPN (M = 5.17), CBS (M = 6.59) and UPN (M =
5.17), NBC (M = 6.63) and UPN (M = 5.17). Content design was also significantly different by
radio station format (news/talk M = 5.85, sports M = 6.68; t = 2.13, p < .05).
A one-way ANOVA test was run to compare differences in content design by market rank
for television station websites, no statistical differences were found. A one-way ANOVA test was
also run to compare differences in content design by market rank of radio station websites, F (8,
103) ) = 9.57, p < .001. The F test was followed-up with Tukey post hoc test for multiple
comparisons, six models were significantly different (p < .05): market ranks 1-25 (M = 6.48) and
126-150 (M = 4.57), market ranks 1-25 (M = 6.48) and 176-200 (M = 4.10), market ranks 26-50
(M = 6.23) and 176-200 (M = 4.10), market ranks 76-100 (M = 7.00) and 176-200, market ranks
101-125 and 176-200 (M = 4.10), market ranks 176-200 (M = 4.10) and 201+ (M = 6.16).
One-way ANOVA of content design yielded a significant effect for newspaper circulation
figures, F (2,268) = 4.63, p < .01. Follow-up analysis using the Tukey post hoc test for multiple
comparisons found newspapers with circulation figures under 100,000 (M = 6.82) compared to
300,001 and above (M = 6.00) was significantly different in content design (p < .05).
Findings also revealed presentation styles varied among traditional media websites (see
Table 3). Over 75% of web newspapers, typically selected text, photos, and/or graphics plus
directories, however, just over half of television station websites (56.3%) chose this presentation
18
Running Head: A Comparative Analysis of Traditional media websites
style. Radio station websites were fairly even in their selection between text, photos, and/or
Table 3
Presentation Styles
Web newspapers Television Radio
Interactivity
To answer research question three, an interactivity score was computed using nine
variables that represent how traditional media facilitate communication between users of content
and their websites. All communication items (see Table 4) were summed to represent an
interactivity score ranging from 0 to 9. A one-way ANOVA test was run to compare the
interactivity score of web newspapers, radio station websites and television station websites, F (2,
519) = 42.32, p <.001. The F test was followed up with Tukey post hoc test for multiple
comparisons. There were significant differences across web newspapers (M = 3.85), radio station
websites (M = 2.39) and television station websites (M = 2.94) interactivity with users of websites.
Table 4
Interactivity
Web newspapers Television Radio
19
Running Head: A Comparative Analysis of Traditional media websites
Multimedia
Research question five looked to see what forms of multimedia were made available on
traditional media websites. To answer this research question, a multimedia index was constructed
using six variables that represented the multimedia content provided on traditional media websites.
All multimedia items were summed to represent a multimedia score ranging from 0 to 6 (see Table
5). A one-way ANOVA test was run to compare the multimedia score of web newspapers, radio
station websites and television station websites, F (2, 519) = 81.35, p <.001. The F test was
followed up with Tukey post hoc test for multiple comparisons. There were significant differences
across traditional media websites forms of multimedia: web newspapers (M = .42), radio station
websites (M = 2.03) and television station websites (M = 1.50). Web newspapers compared to
both radio station and television station websites were the least likely medium to include
multimedia on their websites. All media provided little content via streaming and non-streaming
media.
Table 5
Multimedia
Web newspapers Television Radio
20
Running Head: A Comparative Analysis of Traditional media websites
This study investigated if in fact media logic has penetrated traditional media websites
content and visual presence. The findings of this content analysis found that by and large,
traditional media have a way of routinizing the content and visual presence of their product and
this media logic has carried over to the web. As implied by media logic, traditional media rely on
websites in both an organized and visually appealing manner. These findings are comparable to
previous research which also found a sameness to the format of content and design of websites
within media type, though slight variation occurred within network affiliation, station format,
market rank and circulation size (Greer & Mensing, 2004; Kiernan & Levy, 1999; Lin& Jeffres,
According to Altheide and Snow (1979) media, “present their own messagesand images
within the respectability and familiarity of media formats” (p. 246). Randle and Mordock (2002)
also found media logic carries over from traditional media to their web counterpart. They suggest
this occurs because traditional media are comfortable and are reluctant to stray from the media
logic that has been successful in traditional media; therefore, they are less likely to create unique
and innovative methods for distributing content on the web. So while the Internet was originally
viewed as an alternative and innovative news source with different technological characteristics, it
quickly has become inundated with traditional media outlets providing the same formulaic content
on the web, and they are still working to move beyond imitation of format and repurposing content
Media logic on these websites entailed traditional media news content on their websites,
though some variation in type of news coverage across media type (i.e., local news, mostly
national and international news, or a balance of both). Similar to previous research, traditional
media websites have done very little to maximize their presence online (Chan-Olmsted & Park,
21
Running Head: A Comparative Analysis of Traditional media websites
2000; Kiernan & Levy, 1999; Lin & Jeffres, 2001; Lind & Medoff, 1999; Pitts, 2003; Pitts &
Harms, 2003). Even though radio station websites provided more streaming content than
television station websites and web newspapers, all traditional media have held back from
developing their streaming capabilities on the web. As suggested by Randle and Mordock (2002),
this finding was unexpected given that they found weather related content easily carries over from
traditional television to web counterpart. In the very least, it was expected that radio station
websites and television station websites would experience the same carryover effect (i.e., video
clips on television station websites and audio clips on radio station websites).
The findings of this research indicate that the websites examined here were not all that
sophisticated in use of interactivity and have not engaged much audience interaction beyond email.
Compared to past research (Bates, et al., 1997; Chan-Olmsted & Park, 2000; Kiernan & Levy,
1999; Li, 1998; Lin & Jeffres, 2001; Lind & Medoff, 1999), it was expected that over time,
traditional media websites would have implemented more interactive and multimedia technologies
and services to attract new audiences and maintain users of their websites. Future research ought
to track these websites to see what changes occur with interactivity and multimedia on these
websites, as well as any special features that accompany content. Survey producers of websites to
see if economic factors contribute to the lack of traditional media websites creating and producing
content beyond that offered in traditional media. As time progresses and technology evolves, it
will also be interesting to see which traditional media provide more photos, multimedia, and
In contrast to previous research (Greer & Mensing, 2004; Kiernan & Levy, 1999; Lind &
Medoff, 1999; Pitts, 2003), the design and navigation of traditional media websites has improved
over the years. Traditional media outlets have worked out the kinks to presenting content online,
as well as essential design strategies that make their websites functional and aesthetically appealing
22
Running Head: A Comparative Analysis of Traditional media websites
to consumers. Overall, the data indicate that for the most part recommendations made by past
research (Lind & Medoff, 1999; Lowrey, 1999) have been adopted on these websites. Traditional
media appeared committed to maintaining a consistent look and feel to their website, provide clear
navigation and labeling of content, avoid gimmicks and flashy elements, designed for usability,
In conclusion, while traditional media have penetrated the web they are still cautious in the
communication features that would attract fresh audiences beyond their traditional counterpart.
For now anyway, it would appear that traditional media are playing it safe in their venture online
by re-purposing or simply extending content from their traditional media counterpart. Traditional
media may still dominate as the ultimate news source for now, but broadband connectivity is
driving a new wave of technology adoption and online activity both to the creator and to
consumers (Pew, 2006). As more technology becomes available and broadband access continues
to penetrate audiences, it is expected that the traditional media will work to resolve providing
content that fully capitalizes on the dynamic visual convergence and technologies specific to the
web.
23
Running Head: A Comparative Analysis of Traditional media websites
References
Altheide, D. L. & Snow, R. P. (1979). Media logic. Beverly Hills, CA: Sage Publications.
Bates, B. J., Chambers, L. T., Emery, M., Jones, M., McClung, S., & Park, J. (1997, August).
Television on the web, 1996: Local television stations’ use of the World Wide Web.
Referred paper presented at the annual convention of the Association for Education in
Chan-Olmsted, S. M. & Park, J. S. (2000). From on-air to online world: Examining the content
Choi, Y. (2004). Study examines daily public journalism at six newspapers. Newspaper
Chyi, H. I. & Lasorsa, D. L. (1999). Access, use and preferences for online newspapers.
Chyi, H. I. & Lasorsa, D. L. (2002). An explorative study on the market relation between online
Cook, L. (2005). A visual convergence of print, television, and the Internet: Charting 40 Years
of design change in news presentation. New Media & Society, 7(1), 22-46.
Dibean, W. & Garrison, B. (2001). How six online newspapers use web technologies.
traditional and new media. Journal of Broadcasting & Electronic Media, 48(1), 41-60.
Greer, J. & Mensing, D. (2004). U.S. news websites better, but small papers still lag.
24
Running Head: A Comparative Analysis of Traditional media websites
Ha, L. & Chan-Olmsted, S. M. (2004). Cross-media use in electronic media: The role of cable
Jung, J. (2003). Business news websites differ from newspapers in business content. Newspaper
Li, X. (1998). Web page design and graphic use of three U.S. newspapers. Journalism & Mass
Li, Shu-Chu Sarrina (2001). New media and market competition: A niche analysis of television
news, electronic news, and newspaper news in Taiwan. Journal of Broadcasting &
Lin, C. A. & Jeffres, L. W. (2001). Comparing distinctions and similarities across websites of
newspapers, radio stations, and television stations. Journalism & Mass Communication
Lind, R. & Medoff, N. J. (1999). Radio stations and the World Wide Web. Journal of Radio
Lowrey, W. (1999). From map to machine: Conceptualizing and designing news on the
McLuhan, E. & Zingrone, R. (ed.) (1995). Essential McLuhan. New York: Basic Books.
Moody, A., Greer, J. & Linn , T. (2003). Public radio station websites and their users. Journal
Peng, F. Y., Tham, N. I. & Xiaoming, H. (1999). Trends in online newspapers. Newspaper
25
Running Head: A Comparative Analysis of Traditional media websites
Pitts, M. J. & Harms, R. (2003). Radio websites as a promotional tool. Journal of Radio
Pitts, M. J. (2003, August). Television websites and changes in the natureof storytelling. Studies
in Media & Information Literacy Education, 3(3): 1-7. Retrieved March 24, 2005, from
http://www.utpjournals.com/simile/issue11/pittsX1.html
Randle, Q. & Mordock, J. (2002). How radio is adapting weather to the web: A study of weather
strategies on local news/talk radio, television, and newspaper home pages. Journal of
Ren, W. & Chan-Olmsted, S. M. (2004). Radio content on the World Wide Web: Comparing
streaming radio stations in the United States. Journal of Radio Studies, 11(1), 6-25.
Riffe, D., Lacy, S., & Fico, F. (1998). Analyzing media messages. New Jersey: Lawrence
Erlbaum Associates.
Seelig, Michelle (1997). A vague attempt at web publishing. Unpublished manuscript, Florida
State University.
Stempel III, G. H. & Hargrove, T. (2004). Despite gains, Internet not major player as news
Tewksbury, D. (2005). The seeds of audience fragmentation: Specialization in the use of online
Vargo, K., Schierhorn, C., Wearden, S. T., Schierhorn, A. B., Endres, F. F., & Tabar, P. S. (2000).
How readers’ respond to digital news stories in layers and links. Newspaper Research
Wu, H. D. & Bechtel, A. (2002). Website use and news topic and type. Journalism & Mass
27
1
Adapted and modified from previous research (Chan-Olmsted & Kim, 2001, Kiernan & Levy, 1999;
Pitts, 2003; Shapiro, 1992).
2
AJR provides (http://www.ajr.org) a comprehensive listing of newspapers, magazines, radio, television
and news/wire services websites. Previous media studies have also compiled their sample from AJR’s
listing (Pitts, 2003; Peng et al., 1999; Pitts & Harms, 2003; Randle & Mordock, 2002).
3
Five software packages were used to capture and create a “snapshot” of website content: Internet
Explorer for Mac, Pagesucker, webCopier, webTracker, and Blue Crab. Websites were captured from
late summer 2005 to early fall 2005. All websites were downloaded and stored on external hard drives
along with copies of DVDs. A process adapted and modified from Chan-Olmsted & Park (2000), and
Choi (2004).
4
Television market rankings were compiled from Nielsen Media Research Local Universe Estimates
2005-2006; available at http://www.nielsenmedia.com/DMAs.htmlRadio market rankings were compiled
from Arbitron Market Survey Schedule & Population Rankings 2005 – 2006, available at
http://www.arbitron.com/downloads/redbook_fa05.pdf