MULTIMEDIA AND INTERACTIVITY IN U.K. DAILY PAPERS

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MULTIMEDIA AND INTERACTIVITY IN U.K. DAILY PAPERS

• Missouri Western State University
• David Hon, Kallie Hartigan, Sarah Noe, Kirby
  Strider, and Robert Bergland

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Research Questions

• RQ1 What are the levels of interactivity and
  multimedia at UK daily newspaper websites?
• RQ2 What is the impact of circulation size on
  interactivity, distribution, and multimedia?
• RQ3 How do these levels compare with findings
  from a 2007 study of US dailies?

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Methodology

• Reviewed literature, used 2007 study of U.S.
  dailies and analyzed websites to create a 32-item
  taxonomy for multimedia, interactivity, and
  distribution.

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Entering the Data- Excel
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Rater Reliability

• Conduct a pilot test of the classification system
  with 10 websites.
• Every team member tabulating data about each of
  the websites.
• The pilot test will serve two purposes
• To help make adjustments to that classification
  system
• To serve as a norming device, to make sure all
  the researchers are classifying the features in
  the same manner.
• Achieved 96 rater reliability.

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Finalizing and Data Preparation

• Divided the newspapers among team members and
  entered the data into Excel
•  Analyzed Excel data, looking for trends in the
  influence of size and frequency

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UK Daily Newspapers

• There are a total of 131 UK papers listed in the
  2007 Editor and Publisher Yearbook
• Removed all Sunday papers, left with 107
• After considering consolidation, left with 104

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Overall Multimedia
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Overall Interactivity
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Overall Distribution
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Video
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Audio
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Podcast
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PDF
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Audio Slide Show
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Forum and Comment
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US 07 and UK 08 Interactivity
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US 07 vs UK 08 Multimedia
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UK Conclusions

• Online newspapers in the UK had much more
  multimedia and interactivity than US commercial,
  college, and Canadian papers
• Size has an impact on multimedia and
  interactivity, but the smaller sites (according
  to circulation), were still surprisingly full of
  these elements
• Online web design/layout made a significant
  difference in the multimedia provided, with sites
  made by the same company sharing audio, video,
  etc.

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