The purpose of this exploratory observational study was to evaluate whether the technology acceptance model could explain newspaper reporter acceptance of three technologies (video camera, Twitter and Facebook) within the City Newspaper. For more than a century, newspaper reporters have conducted interviews and carried out research while gathering information for the stories that appear in their printed publications. Increasingly in recent years, however, newspapers increasingly are shifting their focus to Internet Web sites. In addition to articles appearing in the newspaper, these articles are now being published online. The goal of newspaper companies is to get readers to spend more time perusing the newspaper’s online site, thus increasing the paper’s ability to attract advertisers and generate additional sources of income. To augment online content and gain following, reporters are being asked to use video cameras, Twitter and Facebook. This movement could be met with reluctance and disdain by many reporters, who view using these new technologies as outside their expertise and intruding on their long-established fact-gathering process. Using a video camera, Twitter and Facebook could be perceived by some as a distraction that deters from the quality of the reporting. The study examined if the technology acceptance model could explain whether City Newspaper reporters would accept technologies being introduced within their work environment. The findings revealed that the technology acceptance model does not in this case explain intentions to use a video camera, Twitter and Facebook. Possible explanations for this outcome include the impact of working on deadlines, management support or lack thereof, the specific technologies examined, training and economic situations. All of these factors could have influenced perceptions and willingness to use these technologies.
|Subjects||Journalism; Management; Mass communication; Information science|
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