Master of Arts (M.A.), University of Dayton, 2010, Communication

There is a fear in industries such as print and television that the continued expansion of the Internet is the death of traditional media. The present study uses media complementarity theory and uses and gratifications theory to determine if traditional media and the Internet can exist simultaneously for the fulfillment of health information seeking needs. Primary data analysis of college students revealed a relationship between traditional media use and Internet use for health information seeking in general, and when controlling for perceived gratifications. Furthermore, when examining the role of health orientation in this relationship, results showed that complementarity media use for health information seeking can be examined for all college students, regardless of whether they are active or passive in managing their health.

Committee: James D. Robinson PhD (Advisor); Teresa Thompson PhD (Committee Member); Jonathan Hess PhD (Committee Member) Subjects: Communication; Health; Health Education; Mass Media

Master of Arts (M.A.), University of Dayton, 2010, Communication

With roughly 80% of Americans using the Internet, research into the Internet's impact on other media outlets is of growing importance. The present study employs Media Complementarity Theory to explain media consumption behavior and also attempts to expound upon the theory. The present research aims to test Media Complementarity Theory with a college student sample, and attempts to isolate mechanisms key to understanding consumers' complementary use of media. A sample of 185 undergraduates was solicited to answer surveys that would assess their use of different media channels. The study utilized a newly developed survey instrument. Additionally, the Internet was divided into discrete channels. Results supported Media Complementarity Theory.

Committee: James Robinson PhD (Advisor); Teresa Thompson PhD (Committee Member); Yan Tian PhD (Committee Member); Ronda Scantlin PhD (Committee Member) Subjects: Communication; Health; Mass Media