SlideShare a Scribd company logo
1 of 19
MOTIVATION & THE KNOWLEDGE GAP
Research
Background
Methods
Results
Discussion
Thoughts
AGENDA
RESEARCH BACKGROUND
Knowledge
Gap
Hypotheses
As information flows into a social system, higher socioeconomic
status (SES) are more likely acquire at faster rate than low SES.
Relevance or functional nature of information tends to reduce
such gaps as motivation (information salience, concern,
involvement or participation) to acquire information starts acting.
Concept of community boundedness is defined as the immediate
interest towards an issue or topic pertaining to a community.
RESEARCH BACKGROUND
Knowledge
Gap
Hypotheses
Education based gaps are less likely to affect the distribution of
knowledge in this case.
Motivation (or relevance) tends to overpower education as a
determinant of knowledge. The study seeks to understand the
interplay of motivation and SES towards the knowledge gap in
society.
Hypothesis 1: KG are less likely and may narrow over time among
a group that is more motivated. Hypothesis 2: KG are more likely
and may widen over time among a group that is less motivated.
METHOD
Research Site – The Cancer and Diet Intervention Project. Knowledge
differences b/w more and less educated groups (self selected vs. general
population) were analyzed.
Procedure – Survey and random digit dialing telephonic interview.
Dependent measure was dietary fat and dietary fiber knowledge.
Gap was analyzed b/w more vs. less educated groups.
Independent measure - motivation comprised of salience (personal
interest and personal concern), perceived risk (predictor of health
knowledge) and efficacy (response and personal); education.
RESULTS
RESULTS
Hypothesis 1: KG are less likely and may narrow over time among a group that is
more motivated. Hypothesis 2: KG are more likely and may widen over time among
a group that is less motivated.
??
RESULTS
• Women were far more likely than men to self select for the home-based
learning program, reflecting perhaps a greater general interest in
health information system by women. In general self selected group
tended to have slightly more education and greater level of concern
about nutrition than general population.
Prelim
Analysis
• The hypothesis were not supported.(??) The motivated group knew
more than the less motivated; the more educated knew more than less
educated, regardless of motivation; and that, for all groups knowledge
about dietary fat increased over time, except for less educated in the
general population.
Principal
Analysis
• Group*Time interaction was significant, i.e. knowledge gap b/w
motivated and general population increased over time.
Education*Time was not significant, i.e. gap b/w more vs. less educated
group remained constant.
Interaction
Effects
DISCUSSION
Relationship b/w motivation vs. education in
explaining knowledge gap is complex than expected.
Knowledge gap still exists b/w high vs. low education
groups.
Irrespective of education level, the gap b/w self
selected motivated group vs. less motivated general
population was significant.
Bottom-line – Motivation does not overpower
education as a determinant of knowledge.
Nevertheless, when combined with education,
motivation affects knowledge gaps.
THE (OLD) MEDIA PUZZLE
(OLD) MEDIUM AS A GAP ENABLER
Mass Media
Television, Radio, Cinema and
Newspaper possess wide reach and
can be used to bridge the gap
SES effects can be negated,
however motivation still plays a
key towards accessing selected
content
Niche Media
Books, Games are accessed by
selected few and can widen the gap
SES effects hold (e.g. price
skimming in Harry Potter books,
premium video games); motivation
also plays its part towards access
& then came New Media …
THE (NEW) MEDIA WORLD
Social
Media
Knowledge
Access comes
with low entry
barrier
The
Information
World is
FLAT
MOTIVATION IN INFORMATION WORLD
Tweet, (Re), and
Trending tweets bridge
the gap b/w SES (Celebs
vs. Commoners)
Google Trends help
bridge the gap via
search 80:20 rule
Does it mean the knowledge created online is disseminated only to active (read: content
creators who interact heavily with it and therefore think critically) users – thus creating a
knowledge gap b/w active and passive users?
1. 73 percent of Twitter users have Tweeted less than 10 times and only 27 percent of those
with an account can be considered active.
2. Most of ‘educated’ class (even PhDs) belong to this class.
TRANSMEDIA
CONTENT
&
KNOWLEDGE GAP
LOGIC OF (NEW MEDIA) KNOWLEDGE GAPS
Logic of
Entertainment
Logic of
Social
Connection
Logic of
Mastery
Logic of
Immersion
Logic of
Identification LESS GAP
MORE GAP
KNOWLEDGE GAP OF THE FUTURE
New Media: Knowledge gap hypotheses
THE NEW DIGITAL DIVIDE
Socio Economic Status
Education
(Technicalities)
Motivation
(Self Relevance)
SES
Education
Motivation
THE CONNECTED
Travel@$100
If motivation becomes the key to knowledge acquisition (owing to large amount of
content/media choice present): does it separate society based on topic’s relevance? If knowledge
relevance also represents self-concept (which is easily reflected ‘online’), are we heading towards
narcissist views towards knowledge acquisition?
THE
UNCONNECTED
THANK YOU

More Related Content

What's hot

Media dependency theory presentation
Media dependency theory presentationMedia dependency theory presentation
Media dependency theory presentationhtreece
 
M6 com320 mass_commtheories
M6 com320 mass_commtheoriesM6 com320 mass_commtheories
M6 com320 mass_commtheoriespoole7
 
Theory of Mass Communication Overview 2017
Theory of Mass Communication Overview  2017Theory of Mass Communication Overview  2017
Theory of Mass Communication Overview 2017Mia Moody-Ramirez, Ph.D.
 
Chapter 15 – Media Effects
Chapter 15 – Media EffectsChapter 15 – Media Effects
Chapter 15 – Media EffectsJill Falk
 
Media Priming Theory
Media Priming TheoryMedia Priming Theory
Media Priming TheoryAtif Ch
 
Multi step flow theory
Multi step flow theoryMulti step flow theory
Multi step flow theoryV.j. Singh
 
Theories and effects of mass communication (20082423 somi, kim)
Theories and effects of mass communication (20082423 somi, kim)Theories and effects of mass communication (20082423 somi, kim)
Theories and effects of mass communication (20082423 somi, kim)Sophie Kim
 
USES AND GRATIFICATION THEORY
USES AND GRATIFICATION THEORYUSES AND GRATIFICATION THEORY
USES AND GRATIFICATION THEORYEmmaDuley
 
Social media presentation
Social media presentationSocial media presentation
Social media presentationRukayat Oloko
 
Jo 2003 The Portrayal Of Public Relations In The News Media
Jo 2003 The Portrayal Of Public Relations In The News MediaJo 2003 The Portrayal Of Public Relations In The News Media
Jo 2003 The Portrayal Of Public Relations In The News MediaAna ADI
 
Mass communication theories
Mass communication theoriesMass communication theories
Mass communication theoriesrahul joseph
 
Communication Theories
Communication TheoriesCommunication Theories
Communication TheoriesSomaiya
 
Dominance and pluralist
Dominance and pluralistDominance and pluralist
Dominance and pluralistIrum Shekh
 

What's hot (20)

Knowledge gap theory
Knowledge gap theoryKnowledge gap theory
Knowledge gap theory
 
Media dependency theory presentation
Media dependency theory presentationMedia dependency theory presentation
Media dependency theory presentation
 
Kg hypothesis
Kg hypothesisKg hypothesis
Kg hypothesis
 
M6 com320 mass_commtheories
M6 com320 mass_commtheoriesM6 com320 mass_commtheories
M6 com320 mass_commtheories
 
Theory of Mass Communication Overview 2017
Theory of Mass Communication Overview  2017Theory of Mass Communication Overview  2017
Theory of Mass Communication Overview 2017
 
Chapter 15 – Media Effects
Chapter 15 – Media EffectsChapter 15 – Media Effects
Chapter 15 – Media Effects
 
Theories of communication
Theories of communicationTheories of communication
Theories of communication
 
Media Priming Theory
Media Priming TheoryMedia Priming Theory
Media Priming Theory
 
Cultivation theory and Priming theory
Cultivation theory and Priming theoryCultivation theory and Priming theory
Cultivation theory and Priming theory
 
Multi step flow theory
Multi step flow theoryMulti step flow theory
Multi step flow theory
 
Theories and effects of mass communication (20082423 somi, kim)
Theories and effects of mass communication (20082423 somi, kim)Theories and effects of mass communication (20082423 somi, kim)
Theories and effects of mass communication (20082423 somi, kim)
 
USES AND GRATIFICATION THEORY
USES AND GRATIFICATION THEORYUSES AND GRATIFICATION THEORY
USES AND GRATIFICATION THEORY
 
Knowledge gap hypothesis
Knowledge gap hypothesisKnowledge gap hypothesis
Knowledge gap hypothesis
 
Social media presentation
Social media presentationSocial media presentation
Social media presentation
 
Jo 2003 The Portrayal Of Public Relations In The News Media
Jo 2003 The Portrayal Of Public Relations In The News MediaJo 2003 The Portrayal Of Public Relations In The News Media
Jo 2003 The Portrayal Of Public Relations In The News Media
 
Power On!
Power On! Power On!
Power On!
 
Mass communication theories
Mass communication theoriesMass communication theories
Mass communication theories
 
Communication Theories
Communication TheoriesCommunication Theories
Communication Theories
 
Media & Power
Media & PowerMedia & Power
Media & Power
 
Dominance and pluralist
Dominance and pluralistDominance and pluralist
Dominance and pluralist
 

Viewers also liked

Viewers also liked (6)

The Knowledge Gap
The Knowledge GapThe Knowledge Gap
The Knowledge Gap
 
Bridging The Knowledge Gap
Bridging The Knowledge GapBridging The Knowledge Gap
Bridging The Knowledge Gap
 
Cultivation theory
Cultivation theoryCultivation theory
Cultivation theory
 
Pakistan Television Corporation (PTV)
Pakistan Television Corporation (PTV)Pakistan Television Corporation (PTV)
Pakistan Television Corporation (PTV)
 
Cultivation Theory
Cultivation Theory Cultivation Theory
Cultivation Theory
 
Tourism Management
Tourism ManagementTourism Management
Tourism Management
 

Similar to New Media: Knowledge gap hypotheses

Controversial Issues in the Classroom
Controversial Issues in the Classroom Controversial Issues in the Classroom
Controversial Issues in the Classroom Renee Hobbs
 
Opinions on Income Inequality 307
Opinions on Income Inequality 307Opinions on Income Inequality 307
Opinions on Income Inequality 307Kendra Peterson
 
Ed for mental_health-george_s_stevenson_md-1954-8pgs-psy-edu
Ed for mental_health-george_s_stevenson_md-1954-8pgs-psy-eduEd for mental_health-george_s_stevenson_md-1954-8pgs-psy-edu
Ed for mental_health-george_s_stevenson_md-1954-8pgs-psy-eduRareBooksnRecords
 
Knowledge Gap Theory FINAL DRAFT.pdf
Knowledge Gap Theory FINAL DRAFT.pdfKnowledge Gap Theory FINAL DRAFT.pdf
Knowledge Gap Theory FINAL DRAFT.pdfFakiha Naseer
 
Mass media & politics week 3
Mass media & politics week 3Mass media & politics week 3
Mass media & politics week 3Brandon Marshall
 
Upworthy & Bill and Melinda Gates Foundation - All 7 Billion - Research Summary
Upworthy & Bill and Melinda Gates Foundation - All 7 Billion - Research SummaryUpworthy & Bill and Melinda Gates Foundation - All 7 Billion - Research Summary
Upworthy & Bill and Melinda Gates Foundation - All 7 Billion - Research SummarySean P. Wojcik
 
Public Relations Theory
Public Relations TheoryPublic Relations Theory
Public Relations TheoryBrett Atwood
 
The Negative Impact Of Social Media
The Negative Impact Of Social MediaThe Negative Impact Of Social Media
The Negative Impact Of Social MediaPamela Adams
 
Why Education Predicts Decreased Belief in Conspiracy Theories. JAN-WILLEM VA...
Why Education Predicts Decreased Belief in Conspiracy Theories. JAN-WILLEM VA...Why Education Predicts Decreased Belief in Conspiracy Theories. JAN-WILLEM VA...
Why Education Predicts Decreased Belief in Conspiracy Theories. JAN-WILLEM VA...eraser Juan José Calderón
 
Media Literacy Education in a Global Society
Media Literacy Education in a Global SocietyMedia Literacy Education in a Global Society
Media Literacy Education in a Global SocietyRenee Hobbs
 
Social Class Is An Ongoing Problem
Social Class Is An Ongoing ProblemSocial Class Is An Ongoing Problem
Social Class Is An Ongoing ProblemNatasha Duze
 
Theories of the effect of media on society ppt
Theories of the effect of media on society pptTheories of the effect of media on society ppt
Theories of the effect of media on society pptMuhammad Rawaha Saleem
 
MENTAL HEALTH EDUCATION
MENTAL HEALTH EDUCATIONMENTAL HEALTH EDUCATION
MENTAL HEALTH EDUCATIONANCYBS
 
Audience theory
Audience theoryAudience theory
Audience theorymara93xx
 

Similar to New Media: Knowledge gap hypotheses (20)

Controversial Issues in the Classroom
Controversial Issues in the Classroom Controversial Issues in the Classroom
Controversial Issues in the Classroom
 
Opinions on Income Inequality 307
Opinions on Income Inequality 307Opinions on Income Inequality 307
Opinions on Income Inequality 307
 
Ed for mental_health-george_s_stevenson_md-1954-8pgs-psy-edu
Ed for mental_health-george_s_stevenson_md-1954-8pgs-psy-eduEd for mental_health-george_s_stevenson_md-1954-8pgs-psy-edu
Ed for mental_health-george_s_stevenson_md-1954-8pgs-psy-edu
 
The threats of connectivity
The threats of connectivity The threats of connectivity
The threats of connectivity
 
Knowledge Gap Theory FINAL DRAFT.pdf
Knowledge Gap Theory FINAL DRAFT.pdfKnowledge Gap Theory FINAL DRAFT.pdf
Knowledge Gap Theory FINAL DRAFT.pdf
 
Mass media & politics week 3
Mass media & politics week 3Mass media & politics week 3
Mass media & politics week 3
 
Upworthy & Bill and Melinda Gates Foundation - All 7 Billion - Research Summary
Upworthy & Bill and Melinda Gates Foundation - All 7 Billion - Research SummaryUpworthy & Bill and Melinda Gates Foundation - All 7 Billion - Research Summary
Upworthy & Bill and Melinda Gates Foundation - All 7 Billion - Research Summary
 
Education
EducationEducation
Education
 
Public Relations Theory
Public Relations TheoryPublic Relations Theory
Public Relations Theory
 
The Negative Impact Of Social Media
The Negative Impact Of Social MediaThe Negative Impact Of Social Media
The Negative Impact Of Social Media
 
Why Education Predicts Decreased Belief in Conspiracy Theories. JAN-WILLEM VA...
Why Education Predicts Decreased Belief in Conspiracy Theories. JAN-WILLEM VA...Why Education Predicts Decreased Belief in Conspiracy Theories. JAN-WILLEM VA...
Why Education Predicts Decreased Belief in Conspiracy Theories. JAN-WILLEM VA...
 
Media Literacy Education in a Global Society
Media Literacy Education in a Global SocietyMedia Literacy Education in a Global Society
Media Literacy Education in a Global Society
 
Social Class Is An Ongoing Problem
Social Class Is An Ongoing ProblemSocial Class Is An Ongoing Problem
Social Class Is An Ongoing Problem
 
Thesis Statement On Facebook
Thesis Statement On FacebookThesis Statement On Facebook
Thesis Statement On Facebook
 
Theories of the effect of media on society ppt
Theories of the effect of media on society pptTheories of the effect of media on society ppt
Theories of the effect of media on society ppt
 
Capstone preso
Capstone presoCapstone preso
Capstone preso
 
Article 3 Presentation
Article 3 PresentationArticle 3 Presentation
Article 3 Presentation
 
MENTAL HEALTH EDUCATION
MENTAL HEALTH EDUCATIONMENTAL HEALTH EDUCATION
MENTAL HEALTH EDUCATION
 
Audience theory
Audience theoryAudience theory
Audience theory
 
Essay Junk Food.pdf
Essay Junk Food.pdfEssay Junk Food.pdf
Essay Junk Food.pdf
 

More from Prashant Saxena

Building the right online consumer community platforms - prashant saxena nus
Building the right online consumer community platforms - prashant saxena nusBuilding the right online consumer community platforms - prashant saxena nus
Building the right online consumer community platforms - prashant saxena nusPrashant Saxena
 
New Media & Social Identity Theory
New Media & Social Identity TheoryNew Media & Social Identity Theory
New Media & Social Identity TheoryPrashant Saxena
 
Illusion Of Control in Game of Poker
Illusion Of Control in Game of PokerIllusion Of Control in Game of Poker
Illusion Of Control in Game of PokerPrashant Saxena
 
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle ProductsBrand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle ProductsPrashant Saxena
 
Bulk SMS Market in India
Bulk SMS Market in IndiaBulk SMS Market in India
Bulk SMS Market in IndiaPrashant Saxena
 
E Recruitment Market in India
E Recruitment Market in IndiaE Recruitment Market in India
E Recruitment Market in IndiaPrashant Saxena
 

More from Prashant Saxena (8)

Transmedia Branding
Transmedia BrandingTransmedia Branding
Transmedia Branding
 
Building the right online consumer community platforms - prashant saxena nus
Building the right online consumer community platforms - prashant saxena nusBuilding the right online consumer community platforms - prashant saxena nus
Building the right online consumer community platforms - prashant saxena nus
 
New Media & Social Identity Theory
New Media & Social Identity TheoryNew Media & Social Identity Theory
New Media & Social Identity Theory
 
Illusion Of Control in Game of Poker
Illusion Of Control in Game of PokerIllusion Of Control in Game of Poker
Illusion Of Control in Game of Poker
 
Brand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle ProductsBrand Equity for Short Life Cycle Products
Brand Equity for Short Life Cycle Products
 
Employer Branding
Employer BrandingEmployer Branding
Employer Branding
 
Bulk SMS Market in India
Bulk SMS Market in IndiaBulk SMS Market in India
Bulk SMS Market in India
 
E Recruitment Market in India
E Recruitment Market in IndiaE Recruitment Market in India
E Recruitment Market in India
 

New Media: Knowledge gap hypotheses

  • 1. MOTIVATION & THE KNOWLEDGE GAP
  • 3. RESEARCH BACKGROUND Knowledge Gap Hypotheses As information flows into a social system, higher socioeconomic status (SES) are more likely acquire at faster rate than low SES. Relevance or functional nature of information tends to reduce such gaps as motivation (information salience, concern, involvement or participation) to acquire information starts acting. Concept of community boundedness is defined as the immediate interest towards an issue or topic pertaining to a community.
  • 4. RESEARCH BACKGROUND Knowledge Gap Hypotheses Education based gaps are less likely to affect the distribution of knowledge in this case. Motivation (or relevance) tends to overpower education as a determinant of knowledge. The study seeks to understand the interplay of motivation and SES towards the knowledge gap in society. Hypothesis 1: KG are less likely and may narrow over time among a group that is more motivated. Hypothesis 2: KG are more likely and may widen over time among a group that is less motivated.
  • 5. METHOD Research Site – The Cancer and Diet Intervention Project. Knowledge differences b/w more and less educated groups (self selected vs. general population) were analyzed. Procedure – Survey and random digit dialing telephonic interview. Dependent measure was dietary fat and dietary fiber knowledge. Gap was analyzed b/w more vs. less educated groups. Independent measure - motivation comprised of salience (personal interest and personal concern), perceived risk (predictor of health knowledge) and efficacy (response and personal); education.
  • 7. RESULTS Hypothesis 1: KG are less likely and may narrow over time among a group that is more motivated. Hypothesis 2: KG are more likely and may widen over time among a group that is less motivated. ??
  • 8. RESULTS • Women were far more likely than men to self select for the home-based learning program, reflecting perhaps a greater general interest in health information system by women. In general self selected group tended to have slightly more education and greater level of concern about nutrition than general population. Prelim Analysis • The hypothesis were not supported.(??) The motivated group knew more than the less motivated; the more educated knew more than less educated, regardless of motivation; and that, for all groups knowledge about dietary fat increased over time, except for less educated in the general population. Principal Analysis • Group*Time interaction was significant, i.e. knowledge gap b/w motivated and general population increased over time. Education*Time was not significant, i.e. gap b/w more vs. less educated group remained constant. Interaction Effects
  • 9. DISCUSSION Relationship b/w motivation vs. education in explaining knowledge gap is complex than expected. Knowledge gap still exists b/w high vs. low education groups. Irrespective of education level, the gap b/w self selected motivated group vs. less motivated general population was significant. Bottom-line – Motivation does not overpower education as a determinant of knowledge. Nevertheless, when combined with education, motivation affects knowledge gaps.
  • 10. THE (OLD) MEDIA PUZZLE
  • 11. (OLD) MEDIUM AS A GAP ENABLER Mass Media Television, Radio, Cinema and Newspaper possess wide reach and can be used to bridge the gap SES effects can be negated, however motivation still plays a key towards accessing selected content Niche Media Books, Games are accessed by selected few and can widen the gap SES effects hold (e.g. price skimming in Harry Potter books, premium video games); motivation also plays its part towards access & then came New Media …
  • 13. Social Media Knowledge Access comes with low entry barrier The Information World is FLAT MOTIVATION IN INFORMATION WORLD Tweet, (Re), and Trending tweets bridge the gap b/w SES (Celebs vs. Commoners) Google Trends help bridge the gap via search 80:20 rule Does it mean the knowledge created online is disseminated only to active (read: content creators who interact heavily with it and therefore think critically) users – thus creating a knowledge gap b/w active and passive users? 1. 73 percent of Twitter users have Tweeted less than 10 times and only 27 percent of those with an account can be considered active. 2. Most of ‘educated’ class (even PhDs) belong to this class.
  • 15. LOGIC OF (NEW MEDIA) KNOWLEDGE GAPS Logic of Entertainment Logic of Social Connection Logic of Mastery Logic of Immersion Logic of Identification LESS GAP MORE GAP
  • 16. KNOWLEDGE GAP OF THE FUTURE
  • 18. THE NEW DIGITAL DIVIDE Socio Economic Status Education (Technicalities) Motivation (Self Relevance) SES Education Motivation THE CONNECTED Travel@$100 If motivation becomes the key to knowledge acquisition (owing to large amount of content/media choice present): does it separate society based on topic’s relevance? If knowledge relevance also represents self-concept (which is easily reflected ‘online’), are we heading towards narcissist views towards knowledge acquisition? THE UNCONNECTED