ONLINE NEWS PORTAL READERS’ PATTERN RESEARCH ON ACADEMICIANS (A CASE STUDY OF NEWS.UNAIR.AC.ID USERS)
Social changes caused by technological advancement commonly termed innovation diffusion (Rogers, 2003) currently happens in many social groups, especially in higher education academic communities with higher level of education compared to any other social groups. The use of information media to access news has also shifted from printed media or electronic media (broadcasting) to online media. Nowadays, academicians are more likely to
access news or seek information online through online news portal. Universitas Airlangga has an online news portal, news.unair.ac.id, which is devoted to provide information to the internal members of the academic community of the institution of Universitas Airlangga and also for the external community or general public. Changes in the use of communication media also affect the reading and news searching patterns of the users. This research focused on understanding the academicians’ reading pattern of online news portal through a case study of news.unair.ac.id readers. This study used descriptive quantitative method with online data survey to collected data, then analyzed statistically with Descriptive Analysis Measurement of Location method.
The population for the object of research is the academicians of Universitas Airlangga, with total 47,571 people, consisting of 1,522 permanent lecturers, 38,047 students and 2,002 employees / administrative staffs (source http://www.unair.ac.id, accessed on May 8, 2017 at 10.00 am). With simple random sampling technique, the number of respondents from users of
the news portal studied is 1104 people. The results of the analysis and conclusion in this studyshowed that more than 91.3% of users read the news on news.unair.ac.id from their smartphones, 70.4% of users read full articles, 20.6% of users read news leads and the best time for read news portal online at 08 PM until night.
Keywords: innovation diffusion, news portal, users, academicians
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Website :http://news.unair.ac.id(news portal Universitas Airlangga)
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