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New Media: Knowledge gap hypotheses


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New Media: Knowledge gap hypotheses

  2. 2. Research Background Methods Results Discussion Thoughts AGENDA
  3. 3. RESEARCH BACKGROUND Knowledge Gap Hypotheses As information flows into a social system, higher socioeconomic status (SES) are more likely acquire at faster rate than low SES. Relevance or functional nature of information tends to reduce such gaps as motivation (information salience, concern, involvement or participation) to acquire information starts acting. Concept of community boundedness is defined as the immediate interest towards an issue or topic pertaining to a community.
  4. 4. RESEARCH BACKGROUND Knowledge Gap Hypotheses Education based gaps are less likely to affect the distribution of knowledge in this case. Motivation (or relevance) tends to overpower education as a determinant of knowledge. The study seeks to understand the interplay of motivation and SES towards the knowledge gap in society. Hypothesis 1: KG are less likely and may narrow over time among a group that is more motivated. Hypothesis 2: KG are more likely and may widen over time among a group that is less motivated.
  5. 5. METHOD Research Site – The Cancer and Diet Intervention Project. Knowledge differences b/w more and less educated groups (self selected vs. general population) were analyzed. Procedure – Survey and random digit dialing telephonic interview. Dependent measure was dietary fat and dietary fiber knowledge. Gap was analyzed b/w more vs. less educated groups. Independent measure - motivation comprised of salience (personal interest and personal concern), perceived risk (predictor of health knowledge) and efficacy (response and personal); education.
  6. 6. RESULTS
  7. 7. RESULTS Hypothesis 1: KG are less likely and may narrow over time among a group that is more motivated. Hypothesis 2: KG are more likely and may widen over time among a group that is less motivated. ??
  8. 8. RESULTS • Women were far more likely than men to self select for the home-based learning program, reflecting perhaps a greater general interest in health information system by women. In general self selected group tended to have slightly more education and greater level of concern about nutrition than general population. Prelim Analysis • The hypothesis were not supported.(??) The motivated group knew more than the less motivated; the more educated knew more than less educated, regardless of motivation; and that, for all groups knowledge about dietary fat increased over time, except for less educated in the general population. Principal Analysis • Group*Time interaction was significant, i.e. knowledge gap b/w motivated and general population increased over time. Education*Time was not significant, i.e. gap b/w more vs. less educated group remained constant. Interaction Effects
  9. 9. DISCUSSION Relationship b/w motivation vs. education in explaining knowledge gap is complex than expected. Knowledge gap still exists b/w high vs. low education groups. Irrespective of education level, the gap b/w self selected motivated group vs. less motivated general population was significant. Bottom-line – Motivation does not overpower education as a determinant of knowledge. Nevertheless, when combined with education, motivation affects knowledge gaps.
  11. 11. (OLD) MEDIUM AS A GAP ENABLER Mass Media Television, Radio, Cinema and Newspaper possess wide reach and can be used to bridge the gap SES effects can be negated, however motivation still plays a key towards accessing selected content Niche Media Books, Games are accessed by selected few and can widen the gap SES effects hold (e.g. price skimming in Harry Potter books, premium video games); motivation also plays its part towards access & then came New Media …
  13. 13. Social Media Knowledge Access comes with low entry barrier The Information World is FLAT MOTIVATION IN INFORMATION WORLD Tweet, (Re), and Trending tweets bridge the gap b/w SES (Celebs vs. Commoners) Google Trends help bridge the gap via search 80:20 rule Does it mean the knowledge created online is disseminated only to active (read: content creators who interact heavily with it and therefore think critically) users – thus creating a knowledge gap b/w active and passive users? 1. 73 percent of Twitter users have Tweeted less than 10 times and only 27 percent of those with an account can be considered active. 2. Most of ‘educated’ class (even PhDs) belong to this class.
  15. 15. LOGIC OF (NEW MEDIA) KNOWLEDGE GAPS Logic of Entertainment Logic of Social Connection Logic of Mastery Logic of Immersion Logic of Identification LESS GAP MORE GAP
  17. 17. THE NEW DIGITAL DIVIDE Socio Economic Status Education (Technicalities) Motivation (Self Relevance) SES Education Motivation THE CONNECTED Travel@$100 If motivation becomes the key to knowledge acquisition (owing to large amount of content/media choice present): does it separate society based on topic’s relevance? If knowledge relevance also represents self-concept (which is easily reflected ‘online’), are we heading towards narcissist views towards knowledge acquisition? THE UNCONNECTED
  18. 18. THANK YOU