Towards Reducing Digital Divides in Media Production: Examining Social Media Use in Ethnic Media Organizations

• In Event: The Business of Sharing Personal Communication: Industrial Practices of Social Media

Abstract

Ethnic media have historically served critical information needs of ethnic and immigrant communities, thereby facilitating social integration and reduction of social inequalities. This paper addresses a gap in the literature regarding ethnic media’s capacity—as vital community institutions—to serve information needs of these communities in the digital age. Specifically, we investigate the determinants of social media adoption by 100 ethnic media producers in New York. Despite considerable research on social media use by mainstream media, we know little about adoption trends among ethnic media. Our study is guided by the unified theory of acceptance and use of technology. Relying on survey data and employing structural equation modeling, we extend this theory by considering the roles of communication about technology in the workplace, producers’ attitudes towards technology, and inter-organizational competition in social media adoption. We conclude with recommendation for the incorporation of social media into ethnic media producers’ professional practices.

Authors

• Xin Zhou, U at Albany, State U of New York

• Matthew D. Matsaganis, Rutgers University