Table Of ContentDIGITAL TECHNOLOGY AND
THE FUTURE OF BROADCASTING
ELECTRONIC MEDIA RESEARCH SERIES
Sponsored by the Broadcast Education Association
Robert K. Avery, Series Editor
SPORTS MEDIA
Transformation, Integration, Consumption
Edited by Andrew C. Billings
New in Paperback
MEDIA MANAGEMENT AND ECONOMICS
RESEARCH IN A TRANSMEDIA ENVIRONMENT
Edited by Alan B. Albarran
MEDIA AND THE MORAL MIND
Edited by Ron Tamborini
MEDIA AND SOCIAL LIFE
Edited by Mary Beth Oliver, Arthur A. Raney
DIGITAL
TECHNOLOGY AND
THE FUTURE OF
BROADCASTING
Global Perspectives
Edited by
John V. Pavlik
First published 2016
by Routledge
711 Third Avenue, New York, NY 10017
and by Routledge
2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa
business
2016 Taylor & Francis
The right of John V. Pavlik to be identified as the author of the
editorial material, and of the authors for their individual chapters,
has been asserted in accordance with sections 77 and 78 of the
Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or
reproduced or utilized in any form or by any electronic, mechanical,
or other means, now known or hereafter invented, including
photocopying and recording, or in any information storage or
retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks
or registered trademarks, and are used only for identification and
explanation without intent to infringe.
Library of Congress Cataloging in Publication Data
Digital technology and the future of broadcasting : global
perspectives / [Edited by} John V. Pavlik.
pages cm. — (Electronic media research series)
Includes bibliographical references and index.
1. Broadcasting—Technological innovations. I. Pavlik, John V. (John
Vernon) editor.
HE8689.4D55 2016
384.51—dc23
2014045613
ISBN: 978-1-138-89122-7 (hbk)
ISBN: 978-1-315-70977-2 (ebk)
Typeset in Sabon
by Swales & Willis Ltd, Exeter, Devon, UK
CONTENTS
List of Figures vii
List of Tables viii
Contributors ix
Series Editor’s Foreword xi
Preface and Acknowledegements xiii
Introduction xv
PART I
Research Challenges in a Changing Broadcast
Environment 1
1 Motivations for Viewers Using Social Media During
the Olympic Games: Implications for the Future of
Sports Broadcasting 3
JOON SOO LIM AND YOUNGCHAN HWANG
2 Double Vision: An Eye-Tracking Analysis of Visual
Attention Between Television and Second Screens 31
MIAO GUO AND MICHAEL HOLMES
3 Twitter and Television: Broadcast Ratings in the Web 2.0 Era 45
MICHAEL BROUDER AND ROBERT ALAN BROOKEY
PART II
Research Issues and Advances in Global Broadcasting 61
4 Broadcast and New Media Use in China: Findings
from a National Survey 63
FEI SHEN, ZHI’AN ZHANG, AND MIKE Z. YAO
5 Sensational Pictures: An Analysis of Visual Structure
on Five Transnational Arab News Channels 76
MICHAEL D. BRUCE
v
CONTENTS
6 Telepresence and Immersion with Ultra-High-Definition
Digital Displays: Background and Future Directions
for Research 94
PETER B. SEEL
PART III
International Perspectives on Broadcasting in
the Digital Age 107
7 The Future of Television: An Arab Perspective 109
JOE F. KHALIL
8 Tourism as a Mediated Practice in a Global Media
Context: The Gaze of Female Korean Tourists to
New York City and the Meaning of Their Practices 124
EUNKYUNG LEE
9 Assessing the Role Audience Plays in Digital Broadcasting
Today and Tomorrow 143
DWIGHT DEWERTH-PALLMEYER
10 Confronting the Central Paradox of Media Studies:
The Network Society, Digital Technologies, and
the Future of Media Research 157
RANDOLPH KLUVER
11 Connecting in the Scandalverse: The Power of
Social Media and Parasocial Relationships 179
NAEEMAH CLARK
12 The Legacy of Dr. Horrible: Potential Research into
Second-Screen Intrusion, Coordination, and Influence 194
TIM HUDSON
13 Changing Paradigm? 202
MITCHELL SHAPIRO
14 Immersion: Implications of Wearable Technologies for
the Future of Broadcasting 204
JOHN V. PAVLIK
Index 224
vi
FIGURES
1.1 Test of a structural equation model 20
2.1 Distribution of gaze time across screens 37
2.2 Example timelines of gaze distribution across screens 38
2.3 Examples of contrasting alignment of mobile device
gaze events with ad pods and program content 39
6.1 A wider angle of view is facilitated by a wide-screen
16:9 aspect ratio and sitting closer to the display 96
6.2 Vladimir Zworykin demonstrates an early
cathode-ray tube display in 1934 97
6.3 The point-of-view camera position on a roller-coaster
in the film This Is Cinerama 99
6.4 “Classic” analog IMAX screen size compared with
digital IMAX and 35mm screens 99
6.5 and Sharp’s 90-inch Aquos LCD-LED television with
6.6 dimensions at right 100
6.7 Simon Parnall demonstrates Cisco’s multi-screen
“Fresco” display technology at the 2013 NAB Show 101
6.8 Simon Parnall points to a list of ingredients for a
recipe being prepared on the television program
MasterChef 102
6.9 and The Oculus Rift head-mounted display yields
6.10 a 110-degree equivalent field of view 103
vii
TABLES
1.1 Testing the Measurement Model: A Confirmatory
Factor Analysis 16
1.2 Mean and Standard Deviation and Correlation
Matrix for the Latent Variables 18
2.1 Share of Gaze Events and Share of Total Gaze Time 37
2.2 Gaze Event Length by Target Screen 39
4.1 Broadcast Media Reception and Internet Penetration 69
4.2 Broadcast Media and New Media Use Frequency 69
4.3 Television Content Attention 70
4.4 Radio Content Attention 70
4.5 Internet Activity Frequency 71
4.6 Mobile Phone Activity Frequency 71
4.7 Demographic Predictors of Television, Radio, and
Internet Use 71
4.A Sample Distribution 75
5.1 Sensational Presentation Features by Network
Taxonomy 85
5.2 Sensational Presentation Features by Network 86
5.3 Presentation Features in Arab Spring Coverage
by Network Taxonomy 86
5.4 Acquisition Features in Arab Spring Coverage
Between Networks 87
5.5 Presentation Features in Arab Spring Coverage
Between Networks 87
14.1 Wearables and Media: Emerging Issues 217
viii
CONTRIBUTORS
Robert Alan Brookey Ball State University, USA
Michael Brouder Ball State University, USA
Michael D. Bruce University of Alabama, USA
Naeemah Clark Elon University, USA
Dwight DeWerth-Pallmeyer Widener University, USA
Miao Guo Ball State University, USA
Michael Holmes Ball State University, USA
Tim Hudson Point Park University, USA
YoungChan Hwang DanKook University, South Korea
Joe F. Khalil Northwestern University in Qatar, Qatar
Randolph Kluver Texas A&M University, USA
EunKyung Lee S ocial Innovation Center, The Hope
Institute, South Korea
Joon Soo Lim Syracuse University, USA
John V. Pavlik Rutgers University, USA
Peter B. Seel Colorado State University, USA
Mitchell Shapiro University of Miami, USA
Fei Shen City University of Hong Kong, Hong Kong
Mike Z. Yao University of Illinois, USA
Zhi’an Zhang Sun Yat-Sen University, China
ix
