News Audiences in the Age of Artificial Intelligence: Perceptions and Behaviors of Optimizers, Mainstreamers, and Skeptics

Joon Soo Lim, Donghee Shin, Jun Zhang, Stephen Masiclat, Regina Luttrell, Dennis Kinsey

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

This study segmented digital news users according to their engagement with news personalization services. A national survey of 1,369 randomly selected digital news users was conducted. Three groups were identified through latent class analysis: Optimizers, Mainstreamers, and Skeptics. Optimizers had the most favorable attitude toward the services and the highest perceived contingency of news personalization. Skeptics showed the least favorable attitude and had the lowest perceived contingency. Optimizers were the most active consumers of digital news platforms, whereas skeptics were lagging in using digital news services. The study discussed the differences between these groups and their implications on news organizations.

Original languageEnglish (US)
Pages (from-to)353-375
Number of pages23
JournalJournal of Broadcasting and Electronic Media
Volume67
Issue number3
DOIs
StatePublished - 2023

ASJC Scopus subject areas

  • Communication

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