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Advances in technology have dramatically changed the way consumers acquire information (Consoli, 1998). In addition to traditional print and broadcast mediums, consumers now have at their disposal the Internet. The number of resources in both print and broadcast mediums available to transmit messages has grown substantially in the last five years. Consumers can now select from a medium that best suits their needs and or lifestyles, getting only what they want when they want it. This is as easy as pushing a few buttons on a computer, selecting the broadcasts they want to listen to, buying the newspapers or magazines they like, or subscribing to one of hundreds of specialized publications tailored to their lifestyles.
The military has been just as diverse in its multitude of mediums used to inform its public. Every service now has its own web site where not only the servicemember can obtain the latest information, but it is also accessible to the general public. Additionally, numerous sub-sections of the military have adopted non-traditional newsletters and or magazines to inform their particular publics.
The niche theory address the coexistence and competition of the various mediums and explains how one can displace another functionally (Kaynay & Yelsma, 2000). According to the niche theory, understanding which function each medium serves is necessary to reach the intended audience. With the limited resources available to public affairs practitioners, empirical data showing where their audiences are getting military news is necessary to make the most of their resources.
RQ1: What is the most used medium for obtaining military news?
RQ2: Has the Internet replaced the traditional news/information medium?
Review of Literature | Method | Results | Discussion | References | Appendix