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The Asian Conference on Media & Mass Communication Osaka, Japan Table 1: Pattern Matrix a I use the new media because it allows me to obtain political information at any time. I use the new media for political information because of its variety of viewpoints. I access the new media for political information because it’s easy to obtain. I use the new media for political information because it allows me to be in contact with like-minded people. Component Usage Reasons Influence Consumption I am knowledgeable in politics. .899 I am influenced by the new media on political issues. .711 I am influenced by the new media on my views about political leaders. I use the new media because I don’t trust the traditional media. .828 I have reduced my consumption of political news from the traditional / mainstream media. The pattern matrix shows that there are three factors. The first factor consists of four items concerned with reasons for using the new media for political information. This factor was named “Usage Reasons.” The usage of new media to obtain political information at anytime had the highest loading. This was followed by using the new media for its variety of view points, using the new media for political information because it is easy to obtain and using the new media to be in contact with like-minded people. The second factor was named “Influence.” Two items were related with ability to influence perception on political issues and on political leaders and another was “I am knowledgeable in politics.” We referred this second factor as “Influence” bearing in mind that to be influenced, one may have to be knowledgeable and interested in politics. The third factor was related to the distrust of the traditional media and reduced consumption of political news from the mainstream media hence we named it “Consumption.” This is not surprising as lack of trust may lead to reduced consumption. These factors were then used as a basis to run regression analysis (Table 2). 559 .897 .804 .762 .497 .498 .803
The Asian Conference on Media & Mass Communication Osaka, Japan Source Dependent Variable Blogs Discussion boards Email Mobile (SMS) Online news websites Social Networks *Significant at 5%. Table 2: Tests of Between-Subjects Effects Type III Sum of Squares df Mean Square F Sig. Usage Reasons 8.570 4 2.143 2.608 .037 Influence 7.037 4 1.759 2.268 .063 Consumption 3.644 4 .911 .969 .425 Usage Reasons 2.272 4 .568 .692 .599 Influence 9.971 4 2.493 3.213 .014 Consumption 4.480 4 1.120 1.191 .316 Usage Reasons 1.623 4 .406 .494 .740 Influence 5.458 4 1.365 1.759 .138 Consumption 1.204 4 .301 .320 .864 Usage Reasons 8.178 4 2.044 2.489 .044 Influence 2.025 4 .506 .653 .626 Consumption 13.696 4 3.424 3.641 .007 Usage Reasons 17.398 4 4.349 5.295 .000 Influence 19.234 4 4.809 6.198 .000 Consumption 3.869 4 .967 1.029 .393 Usage Reasons 1.033 4 .258 .314 .868 Influence 4.259 4 1.065 1.373 .244 Consumption 6.095 4 1.524 1.620 .170 Table 2 shows that email and social networks were not significant (p value less than 0.05) for all three factors. Blogs, mobile and online news websites were statistically significant for Usage Reasons. Discussion boards and online news websites were statistically significant for Influence while mobile was significant for Consumption. Usage Reasons This factor was affected by online, blogs and mobile. Based on the estimated marginals, the highest mean (0.758) was for those who access online news websites “always” (Table 3) and blogs “often” (mean =0.303) for political news and information. This would imply that those who use these two media frequently use it because of the ease of obtaining political information and the variety of the information that they offer. Gender was not significant for this factor. 560
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