Reading Preferences and Habits of Armenian Online News Readers
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1 Reading Preferences and Habits of Armenian Online News Readers Capstone project by Mariam Ghushchyan American University of Armenia May, 2017
2 Outline 1) Objective 2) Research question 3) Methodology 4) Research findings 5) Problems of Armenian online media 6) Avenues for future research 7) Conclusion
3 Objective Armenian online media is a relatively new means of mass media and it has managed to integrate into the Armenian reality in a very short time period. Some researches are done by organizations and individual researchers about Armenian media field, including online media. However, not enough information is available about the Armenian ONLINE NEWS READERS. Therefore, this research is aimed to find out the reading preferences and habits of Armenian online news readers.
4 Research question What reading habits and preferences do the Armenian online news readers have? What type of headlines appeal to the Armenian online news readers the most? What topics and news values appeal to the Armenian online news readers the most? How active are the Armenian news readers on sharing news or commenting on social media?
5 Methodology Face-to-face survey Online survey 311 participants from regions of Armenia and Yerevan Interviews with media experts (Gegham Vardanyan, Maria Titizian, Samvel Martirosyan)
6 Research Findings Trust towards different news sources (Online survey) 1 - most trusted, 6 - least trusted
7 Trust towards different news sources (face-to-face survey)
8 Online survey trust to news sources) Face-to-face survey (trust to news sources) 1. TV (29%) 2. Online media (28%) 3. Social media (18%) 1. Social media (25%) 2. Online media (24%) 3. TV (21%)
9 Students Employed 1. TV (34%) 2. Online media (29%) 3. Social media (14%) 1. Online media (26%) 2. TV (21%) 3. Social media (21%)
10 Headline preferences Headlines with numbers ( 5 Ways to Lose Weight ) are the most preferred ones in case of soft news pieces.
11 News topic preferences Political and international are indicated as the most preferred news topics both in face-to-face and online surveys.
12 News topic preferences (filtered by residence of the survey participant)
13 Analysis Residents of regions prefer to read more political, sport and weather news than Yerevan residents. Yerevan residents prefer to read fashion, show business, cultural and scientific news more than residents of regions.
14 News topic preferences (filtered by gender)
15 Analysis Men prefer to read more political, economic, scientific and sport news than women. Women read more cultural, weather, show business and fashion news than men.
16 Reading habits of the Armenian online news readers
17 Analysis Even though the majority of the participants read online newspapers several times a day (59%), only 36% of them read the whole article with the same frequency. Despite the fact that most of the survey participants read online news several times a day, only 5% of them share and 1% comment on news with the same frequency.
18 Interviews with media experts Gegham Vardanyan - editor of media.am Maria Titizian - editor, lecturer at the American University of Armenia Samvel Martirosyan - Social media and information analyst, member of Internet governance in Armenia
19 Problems of Armenian Online Media Dependency of the online news outlets - Financial dependency - Dependency on social media (mostly Facebook) Lack of Twitter users Lack of journalists and online news readers media literacy
20 Avenues for Future Research 1. Why do younger people indicate TV as a more trusted news source than online media? 2. Why is there a drastic difference of news topic preferences between people from regions of Armenia and from Yerevan? 3. Why is there a drastic difference of news topic preferences between male and female survey participants?
21 Conclusion Online media is the second most influential news source among the Armenia online news readers after TV. The more sensational the headline, the more attractive it is for the reader. Both online news readers and journalists have lack of media literacy. Armenian online news readers prefer to read more political news compared to foreign online news readers.
22 Thank you for your attention!
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