Conference Theme: International Conference on Communication and media:
Contemporary Roles and Challenges (iCOME ’08)
Hosts: Faculty of Communication and Modern Languages, University Utara Malaysia
Time: June14-16, 2008
Place: University Utara Malaysia
To: Rosli Mohammed
Department of Communication
Faculty of Communications and Modern Languages
Universiti Utara Malaysia
Email: [email protected]
Tel: 04-928 4483
Media Use and Family Communication Pattern Study in Macau Market
(Working Paper)
Dr. Angela W. Y. Chang
Assistant Professor
Department of Communication, University of Macau, Taipa, Macau
Address:T209, Dept. of Communication, FSH, University of Macau, Special
Administrative Region, China
Tel:(853) 8397-4209
E-mail: [email protected]
1
Media Use and Family Communication Pattern Study in Macau Market
Abstract
This research applies generational cohort theory and uses and gratification theory
to investigate the relations of Chinese Generation Y (Gen Y) and their parents influence
in media ownership, use, preference, and gratification sought supported by certain
media in Macau. Questionnaires are designed to survey different groups in 2006 &
2007 for answering the following research questions (1) what are the main
communication media devices used by people in Macau? (2) What kind of media type
and content do people prefer? (3) How much time do people spend on media? (4) What
is the portrait of media users in Macau? (5) What are the respondents’ communication
patterns? (6) What are the factors which affect media use in Macau when using
demographics and other significant variables as predictors?
The major mass media chosen for this research are broadcasting (i.e., radio,
television, and cable), print (i.e., magazines and newspapers), film (i.e., commercial
motion pictures), and other important human communication media devices defined as
telephone, cellular phone, beeper, fax machine, personal computer linked in a network,
walkman, music television (MTV), Karaoke television (KTV), and personal digital
assistant (PDA).
A successful sample size of 160 undergraduate students and 128 family
members is collected. A number of significant trends such as media use diffusion,
media content preferences, time use studies and gratification sought are emphasized. It
is also taken into consideration of individual characteristics, such as educational level,
socioeconomic status, personality variables, and prior experience for result analysis.
Keywords: media use, family, communication pattern, Macau, personality.
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Chapter 1 Introduction
The use of human communication media devices has been an evolution. It has
been many changes in media content, media vehicles, from audiences, and in media
effects. Researchers believe that the effects of mass media must be measured and
predicted on a case-by-case basis taking into consideration all the variables in each
situation (Berelson & Janowitz, 1966).
A communication medium allows us to transmit a message between a source and a
receiver. Williams (1992) indicates that when analyzing a communications medium in
more detail, it helps to identify the method by which it transforms messages into a form
compatible with the transmission and into a form that a receiver can interpret. For
instance, telephone and televisions are two magical instrument of electronic
communication. Telephone is inexpensive, two-way, narrow cast medium which has
been with us for over one hundred years’ history. Schwartz (1983) concludes that we
have seen a proliferation of products designed for use with telephone lines: automatic
dialing, answering machines, telephone amplifies, wireless phones, and the use of the
telephone lines for transmission used any place. For the growth of cable television, it
has brought about another new range of services. Cable television has the capacity for
many channels tailored for specific audiences and a television cable like a telephone
line, can be used for two-way communication (e.g., ordering merchandises, singing
songs through KTV channel).
In the mid-1950s, many social scientists believed that mass media had limited
effects, that they affected each individual differently. It is because individual use
media habits and the background of individual differ in every culture. This research
intends to describe the media vehicles and media program preferences of young college
student and their family members in certain culture. It also examines audiences’
personalities, attitudes on “fresh” events as well as their satisfactions toward societal
economic, political, cultural, and social aspects for the recent years in Macau.
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Chapter 2 Literature Review
Media usage has been a central topic of audience/consumer research in
communication/marketing studies (Lu, 2004; Lull, 1980; McQuail, 1997; Moores,
1993’ Pearson, 1993). In this respect, marketing researchers are often interested in
studying the media habits of specific consumer groups to provide a basis for assisting in
making decision of advertising strategy (e.g., Silverstone et a;., 1994). For this study,
to gain an understanding about media preferences of Chinese Gen Y consumers and
their family members, insights from both generational cohort theory and uses &
gratifications theory within the sociology/communication literature, provide a
theoretical framework.
Generational Cohort Theory
The generational cohort theory proposes that a nation’s history can reflect the
differences in values and attitudes across its generational cohorts (Conger, 1997; Kuo,
1999; Rogler, 2002). Dou, Wang and Zhou (2006) indicate the generational cohort
theory is based on two assumptions: a socialization hypothesis and a scarcity hypothesis.
The socialization hypothesis proposes that adults’ basic value reflect the socioeconomic
conditions of childhood and adolescence. Although societal condition may change, the
relative importance that a generation attributes to various personal values remains
relatively stable (Jones, 1980; Crispell, 1993; Morison et al., 1994; Ritchie, 1995; Engel
et al., 1995; Hawkins, 1995).
The scarcity hypothesizes that cohort tend to place the greatest subjectivity value
on the socioeconomic resources that were in short supply during their youth. Thus,
generations growing up during periods of socioeconomic insecurity, learn survival
values. On the other hand, generations growing up during periods of socioeconomic
security learn postmodernist values (Dou, et al., 2006). In particular, differences in
values, preferences, and media use behaviors across cohorts tend to be largest in
countries that have experienced the highest rates of economic growth.
Uses and Gratifications Theory
The theory of “Uses and Gratifications” in mass communication research dates
back to the work of Lazarsfeld, Stanton, and Lasswell when they proposed the idea of
looking beyond direct effects to media uses. Lasswell proposes 3 basic functions of
media —surveillance of environment, correlation of events in the environment, and
transmission of social heritage in 1948 while Wright added entertainment to this list in
1960 (Dervin & Song, 2005). Others have consistently focused on demonstrating the
relationships between basic personality traits and mass media use since the revival of
uses and gratifications study (Finn, 1997).
According to the uses and gratifications approach, people use the media for many
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different purposes, and they are active and selective in media use. They anticipate that
media contents will be more useful or gratifying for their specific needs or purposes.
Most people approach mass media for a common set of uses and gratifications. The
model of uses and gratifications studies include the functions of cognition, diversion,
social utility, social interaction, personal relationships, identity, stimulation, relaxation,
release, and education etc. (Fiske, 1988; Straubhaar & LaRose, 1997).
Most scholars agree that the audience has a complex set of needs which it seeks to
satisfy in the mass media. Katz, Blumler, and Gurevitch point out that the uses and
gratification theory is concerned with the social and psychological origins of needs
which generate expectations of the mass media or other sources and lead to differential
patterns of media exposure or engagement in other activities, resulting in need
gratifications and other consequences. Elliott and Rosenberg conclude that much of
mass media use might be merely a matter of habit. The study by Stone and Stone also
suggests the importance of habit in explaining media use ones (Chang, 2004; Fiske,
1988; Severin & Tankard, 1997). The media channel uses and channels as predictors
of gratifications normatively are accepted in the research tradition. The uses and
gratifications approach reminds us of some very important points on how and why
individuals use mass media and the user of mass communication is in control.
Pan et al. (1995) present a research comparing the people’s attitudes, values, and
media effects between China and the US. The researchers do not agree that the
previous literature emphasize most traditional values are less likely acceptable by
people who are younger, living in urban, or with higher education. Furthermore, their
empirical study shows that persons who live in urban China are more likely to accept
non-traditional values such as divorce and women’s rights. The age is strongly related
to audience social values. For instance, younger people in China possess more
traditional masculine values as well as older people do in the US. The educational
level is related to China audience social values but not for the US people. The results
conclude that media contents have no significant effects on people’s value system in
both countries. Wei and Leung (1999) analyzes factors as influences on individuals’
media use and found age and education as important demographic predictors in addition
to political efficacy, attitude toward authorities, and political interest.
Several studies looked at the uses to which people put computers as
communication device. Perse and Courtright conclude that computer rank lowest
among 12 types of mediated and interpersonal communication for satisfying
communication needs. However, the picture changed. In Perce and Dunn survey
presented in 1995, people using computers for electronic communication are satisfying
the needs of learning, entertainment, social interaction ones (Severin & Tankard, 1997).
Researchers have traditionally used a single measure of media exposure to study
audience time with media and their attention to the messages. A single measure,
5
however, is not necessarily appropriate for media studies with audience, especially for
young people. Examining a single media to audience might first underestimate the
need for measures that consider the realities of a multiple media environment (Jordan et
al., 2004) and second, routinely accepted time use as directly related to media message
outcomes, without consideration of contexts and behavior which my dilute attention.
(Bissell and Zhou, 2004; Johnson et al, 2002; Jourdan et al., 2004).
Most mass media meet cognitive needs for information. Particularly, television is
the world’s most ubiquitous and influential medium (Mcquail, 1997; Stephen, 1993;
Silverstone, Hirsch & Morley, 1994). Earlier research on the television generation's
media-related behavior and concludes that television and films tend to be the main
entertainment media for diversion. Their combinations of sound, images, and motion
are more stimulating to multiple senses than many other media can provide. However,
the other media can also be relaxing by talking on the telephone. For instance,
individuals have been using the telephone for many years to maintain social contacts
with family and friends. Electronic mail has opened up whole new avenues of social
interaction. Many users of electronic mail are developing extensive networks of
contacts and friends whom they may never meet and whose voices and faces they have
never heard or seen; they interact only over electronic networks, exchanging notes and
letters (Straubhaar & LaRose, 1997). Newspapers, radio, and television news now
compete with computer-and telephone-based information sources. Both education and
economics seriously limit people’s access to and use of print media.
6
Chapter 3 Research Questions
The literature leads to the following research questions:
Q.1 what are the main communication media devices used by people in Macau?
Q2. What kind of media type and content do people prefer?
Q3. How much time do people spend on media?
Q4. What is the portrait of media users in Macau?
Q.5 What are the respondents’ communication patterns?
Q. 6 What are the factors which affect media use in Macau when using demographics
and other significant variables as predictors?
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Chapter 4 Research Method
“Mass media” is defined as whether the instruments can carry out the process of
mass communication. It is a process in which professional communicators use media
to disseminate messages widely, rapidly, and continuously to arouse intended meanings
in large and diverse audiences in attempts to influence them in a variety of ways
(Defleur & Dennis, 1991; Hiebert, 1999). Some scholars categorize the Internet as
part of mass media. Personal computers linked in a network or typing messages to
each other with computers are clearly human communication, but the Internet does not
always apply to the process of mass communication. Therefore, the major mass media
in Macau chosen for this research are broadcasting (i.e., radio, television, and cable),
print (i.e., magazines and newspapers), and film (i.e., commercial motion pictures).
The other important human communication media devices in Macau are defined as
telephone, cellular phone, beeper, fax machine, personal computer linked in a network,
walkman, music television (MTV), Karaoke television (KTV), and personal digital
assistant (PDA).
Questionnaires are designed to survey different generational groups in Oct., 2006
& also in March, 2007 of Macau. Tapscott (1998) and Levy et al., (1998) indicate the
concept of Generation Y (Gen Y) cohort who is born in year of 1977-1998. Therefore,
college students are recruited for this survey. They are defined as Generation Y and
are asked to complete the survey questionnaire in classroom whereas the family
members are interviewed in the household. Precautions and training are provided in
order to minimize survey error.
The components of the questionnaire include the following sections: 1. Household
media equipment 2. Preference scale of using media 3. Exposure to communication
media 4. Satisfactions of self-identity, lifestyle, profession, and environment 5.
Attitudes and values toward issues of political, economic, social, and cultural aspects 6.
Indices of knowledge regarding current nationwide events.
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Ch 5 Preliminary Findings and Discussions
In Macau, there are 3 radio stations, 23 newspapers (9 daily newspaper, 8 weekly
newspaper in Chinese, 4 in Portuguese, & 2 in English), 17 magazines (Macau News
Bureau, 2006), and up to 40 TV channels for programs from US, HK, Taiwan, Portugal
and Mainland China. The information provided above shows the availability of the
media in Macau in year 2006 & 2007.
The major media vehicles: television, household telephony, mobile phone,
computer, newspaper, and MP3/walkman are the most important media vehicles in
Macau. Statistically, the 4 media such as television, household telephony, cell phone
and computer have very high penetration (100%) in every respondent’s household.
Table 1 indicates the various communication media devices of the respondent
households own in their daily life. In Macau, the ownership of beeper, fax machine,
radio, walkman/MP3/4, and PDA are 5.7%, 20%, 80%, 97%, and 17.1%, respectively.
The subscription rates of newspapers and magazines in Macau are 45.73% and 34.3%,
separately.
In Macau, 19% of household owns a television set; up to 43% of respondents
have two television sets, and 25% and 8% are equipped with three and four television
sets, respectively. About 36% of people watch television everyday, while 14% read a
newspaper and 51% surf the internet, and 67% use the cell phone every day.
The popularity of fixed telephone line is 100% in Macau household and among
them, 54.2% of the respondents have two different telephone lines at home. A
particular finding for the cellular phone is the ownership. 38.9% respondents have
four cell phones and 19.4% holds three mobile phones.
Table 1
Communication Devices of the Respondent Households in Macau in 2006
_________________________________________________________ _____________
Devices
Ownership unit(s) (%)
N=160
1
2
3
4_____________________
Television
19.4
43.1
25
8.3
Household Telephony
54.2
16.7
16.7
6.9
Cellular Phone
1.4
5.6
19.4
38.9
Computer
37.5
41.7
15.3
2.8
Radio
37.5
23.6
6.9
4.2
Walkman/MP3/MP4
40.3
29.2
18.1
5.7
Newspaper subscription
29.2
9.7
*
*
Magazine subscription
18.1
4.2
2.8
*__________________
Note. Ownership unit(s) percentage less than 2 are marked as “*.”
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Table 2 lists the major media and top program types based on the data analysis.
The dependent variable, preferences for media program types, were measured by asking
the respondent to indicate his or her most favorite type of program for all the 15 media
listed in the questionnaire for this study. For each medium, the researcher examines
the top-rated information-based programs and entertainment-based programs. The
result of information-based program includes news program, talk show in politics,
information searching purposes, whereas the latter category includes variety shows, arts,
music, fashion, celebrity life, and programs with related topical content. Although
there are other program types available in each media, the discussion is limited to these
most popular program types.
Table 2
Macau’s Top Media Program Types by Media Vehicle
_____________________________________________________________________________
Media Type
Program Type
Category
Note
_____________________________________________________________________________
Television
Drama Series
Entertainment
News Broadcast
Information
Foreign Films
Entertainment
Variety Shows
Entertainment
A combination of pop music,
dance, and talented shows.
Newspaper
Radio
Magazine
Internet
Cell Phone
Domestic News
Information
International News
Information
Celebrity
Entertainment
Entertainment reports
Entertainment
Domestic News
Information
Talk show
Information
Mandarin Pop Music
Entertainment
Entertainment
Entertainment
Fashion
Entertainment
Information Searching
Information
Chatting
Entertainment
Communication
Information/Entertainment
Receiving/Making Calls
Information/Entertainment
Photography
Entertainment
Calculating
Information
Game Playing
Entertainment
_____________________________________________________________________________
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Generation Y and Their Family Members’ Media Preferences
A successful sample size of 160 undergraduate students and 128 family
members’ questionnaire is collected. Data show that 98% of the respondents are
Chinese, 1% of Macanese. The age of respondent (Gen Y) is 18-24, while their family
members are born in year 1949-1964. Most fathers are businessmen (27%) and
white-collar workers (13%) and 35% of mothers are housewives and 15% of them are
business women. The major education levels are senior high school (25% for fathers;
30% for mothers) and vocational school (20% for fathers; 16% for mothers).
In the television category, it appears that Gen Y consumers were less interested
in watching information-based content than the older family members, who prefer
watch domestic news and international news. Gen Y consumers tended to watch
much more entertainment shows from Hong Kong and Taiwan.
For magazine reading behavior, the researcher finds that Gen Y consumers were
very interested in reading entertainment-based content than the predecessor cohort.
Most entertainment magazines are published in Hong Kong or exported from the
Western English language world. This finding probably could be attributed to the fact
that as senior citizens in Macau experiencing social and economical difficulties in the
past.
For radio programs, the most obvious co-varying pattern occurred for the cohort
effect on the listening preference for pop music on the radio. Gen Y tended to listen to
less radio program than the preceding cohort.
Since interaction terms were examined, interpretation of a particular main effect
should be conditioned on the reference categories of other variables. All of the binary
logit models for various program types in television, magazine, and use of cell phone
were highly significant (P＜.001).
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Figure 1 shows that the average calculations of media use by respondents in Macau.
College-aged students spend 17.3 hours and older cohort spends 24.2 hours a week for
watching television. The Internet is ranked the highest as time spent (24.1 hours) on
using it for college students. Their parents seem to spend equivalent time in watching
TV, and reading newspapers (12.8 hours/weekly).
25
20
24.2
24.1
17.3
15
12.8
10
5
0
7.6
6.3
1.8
Television
Radio
5.5
2.8
Movie
2
5.6
Gen Y
Parents
2
Newspaper
Magazine
Internet
Media Vehicle
Figure 1. The Time of Gen Y & Their Parents Spent on Media in Macau
Managerial Implications
The primary purpose of this study was to profile the media users and to examine
the differences in preferences for media program types between Generation Y and older
generational cohort in Macau. Macau media use has never been carefully explored
previously, and no further findings for the comparisons of generational cohorts. This
study sheds important light on how global marketers can more effectively reach the Gen
Y Chinese consumers via careful selection of media programs. The notion that
generational cohort may play a significant role in media preference and media planners
should go beyond chasing China’s most popular media programs in order to find the
best match between the appropriate media program types and Gen Y consumers.
The interaction of media and audiences creates meanings and shapes our culture.
A number of significant trends are apparent in the data which are presented reflecting
three media use patterns for different generational cohort: 1. Time spent on each media
2. Media use diffusions 3. Media preferences. This study provides some evidence by
statistical cross-analysis on who will have access to the new technology and who will
not. Some media are much more widely accessible than others in Macau.
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The acceptance of the belief (information) is much more rapidly for
college-educated respondents than for the persons with less education. Second,
persons of lower socioeconomic status were less likely to use the mass media. Third,
due to less likely to use the mass media, persons of lower socioeconomic status tend to
less likely to know the information contained in the media. Forth, the socioeconomic
status is strongly related to audience social interest and satisfaction. The sampled
mothers are more optimistic than the fathers. Fifth, the socioeconomic status is
strongly related to audience self interest and satisfaction. Sixth, the educational level
is strongly related to audience social interest and satisfaction. Seventh, the age is
strongly related to audience social interest and satisfaction.
This research is not meant to be a comprehensive review or exhaustive statement
about the themes and topics covered, but rather are meant to provide real examples of
the ownership and use of mass media in everyday life. It also provides a framework
for an understanding of the complex interrelationships of cultures and technologies as
they emerge in the practices of institutions and individuals through private spheres.
For the further research, we intend to find more direct evidence in the following issues:
1. If people spend much time in a specific medium, how has this affected the time spent
on other activities. 2. How much money we spend on using media? 3. Do the mass
media influence our opinions? Do they merely reflect our action, thoughts, and
feelings? Do the media make things happen, or do they merely inform us or report
what has happened? Do they make us act? What is the real power of mass media?
13
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