Extending the Digital Divide Conversation: Examining the Knowledge Gap Through Media Expectancies

Abstract

As long as scholars have studied media, issues of access have been of great concern. Recent advancements in digital technology have framed disparities in access within the digital divide research and knowledge gap frameworks. While early digital divide research looked at access, more recent research has focused on how media are used differently across populations. The current research extends this literature by examining media expectancies across ethnic subgroups for a broad range of media (i.e., local newspapers, national newspapers, network television, cable television, radio, magazines, and Internet). Data indicate expectancies differ among African Americans, Caucasians, and Hispanics.

Notes

Notes

¹ According to the 2013 U.S. Census report for the state of Texas (n.d.), 44.5% of the population was Non-Hispanic White, 12.3% was Non-Hispanic Black or African American, and 38.2% were Hispanic or Latino. Approximately 81% of the population age 25 or older had a high school degree or higher level of education and the median household income was $51,563.

² Participants who displayed clear response patterns by answering all scale items the same were excluded from analysis along with those who entered unfeasible media use (i.e., reported spending more than 24 hours a day with a medium).

³ To demonstrate the predictive power of the media expectancies, the following represents overall regression models (regressing medium use on expectancy values): National Newspaper: R² = .19; F(3,1598) = 124.223, p < .001; Local Newspaper: R² = .30; F(3,1598) = 227.609, p < .001; Magazine: R² = .18; F(3,1598) = 116.081, p < .001; Network TV: R² = .19; F(3,1598) = 12.199, p < .001; Cable TV: R² = .21; F(3,1598) = 141.331, p < .001; Radio: R² = .20; F(3,1598) = 129.136, p < .001; Internet: R² = .15; F(3,1598) = 92.429, p < .001.

Additional information

Notes on contributors

Matthew S. Eastin

Matthew S. Eastin (Ph.D., Michigan State University) is an associate professor in the Stan Richards School of Advertising & Public Relations at The University of Texas at Austin. His research interests include the motivation, involvement, and use of newer media.

Vincent Cicchirillo

Vincent Cicchirillo (Ph.D., Ohio State University) is an assistant professor in the Stan Richards School of Advertising & Public Relations at the University of Texas at Austin. His research interests include digital media, video games, and priming mechanisms.

Amanda Mabry

Amanda Mabry (M.P.H., George Washington University) is a doctoral candidate in Advertising in the Stan Richards School of Advertising & Public Relations at the University of Texas at Austin. Her research interests include persuasion and social marketing.