El Eurosistema y el BCE

The Integrated Technology Adoption Scale for Broadcast Journalism

In order to enhance validity, already validated constructs adapted from two recent technology acceptance and use models were used for the integrated model. Theoretical developments regarding this aspect have been presented in the subsequent chapter. Therefore, for task of this study, the 20-item statements developed as operational constructs for the evaluation of the six (6) variables in the study’s adoption scale were constructed following Venkatesh et al. (2003) UTAUT scale. This scale directly informed the first 3 variables, that is: the utilitarian, hedonic and communication values, as equally used by Sun and Bhattacherjee’s (2014) for their generic model of core IT usage (see Figure 4.5 in Chapter 4). These variables represent the validated constructs and prime factors of new information technology adoption. These include perceived usefulness (PU) or performance expectancy (PE), perceived ease of use (PEOU) or effort expectancy, perceived enjoyment (PNJM), and social influence (SI) or subjective norm (SN). In order to cater for technology adoption context in media and broadcast journalism specifically, the facilitating condition, which is yet another established construct from Venkatesh et al. (2003) UTAUT, was broken down into beliefs about audience need and

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satisfaction, beliefs about organisational influence, and beliefs about institutional policy control. The new constructs highlight the facilitating condition variable. Together, this study’s adoption constructs (variables) are operationalised in relation to prime determinants of technology adoption. The items under each umbrella term are presented in Table 5.5 below. A brief background of the operational terms is presented in turn.

Scale Constructs Perceived Utilitarian Value

1_PUV01: Interactive technology that guarantees audience participation greatly enhances my overall professional

performance as a broadcast journalist

2_PUV02: I believe my professional performance is better enhanced through the use of interactive technology

3_PUV03: New interactive technology that facilitates audience participation is the best thing that has ever happened in broadcasting

Perceived Hedonic Value

4_PHV01: I enjoy using interactive technology which allows me to engage audience on my programming

5_PHV02: I catch fun using interactive technology for programmes which involve audience participation

6_PHV03: I consider interactive technology very easy to use during programming which involve audience participation

Perceived Communication Value

7_PCV01: I have been influenced significantly by other broadcast journalists who use interactive technology for audience participation

8_PCV02: I feel proud to be among broadcast journalists who use interactive technology for programming which involves audience participation

9_PCV03: New interactive technology which allows audience participation enhances my sense of duty as a radio broadcast journalist

Belief towards Audience Members

10_BAM01: I believe audience members are always willing to use technology to contribute to discussions on radio programming

11_BAM02: I believe audience member lack the technological, education and financial capabilities to participate meaningfully on radio programming

12_BAM03: Audience expectations are always high towards technology driven programming

Perceived Organisational Support & Agenda

13_POSA01: My station generally approves the use of technology to drive audience participation in programming as a means of increasing ranking

14_POSA02: My station generally approves the use of technology to drive audience participation in programming as a means of attracting sponsors

15_POSA03: Technology driven participatory programming needs to be sponsored and supported by radio stations to be fully effective

16_POSA04: Technology for audience participation increases the power of broadcast organisations to moderate public opinion more successfully than ever

17_POSA05: Programming with audience contribution increases a station’s credibility

Perceived Institutional Policy Control

18_PIPC01: Government/broadcasting commission’s regulation or control is good at this time in checking broadcast journalists’ use of technology for audience engagement

19_PIPC02: New interactive technology being used for participatory programming should be regulated through new policy

20_PIPC03: New set of policy control on adoption of new interactive technology is necessary to put journalism back on track.

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4.9.2.1 Perceived Utilitarian Value (PUV)

Under the utilitarian factor, this study captures participants’ perceptions of using the innovation in its construct explication of the utilitarian variable. Although, this construct is traceable to Moore and Benbasat (1991) and extends from other scholarly contributions (see Chapter 3), the construct encompasses all related concepts which underscore “perceived usefulness” as a prime factor in innovation adoption across domains. Carefully worded statements were constructed in line with the perceived usefulness factor as used in a number of TAM and/or DIT studies on technology adoption and as summed up in the UTAUT scale. Specifically, participants were asked to rate their individual perceptions on the use of new interactive technology for audience participation along a 7-point Likert scale. Hence, the first three items on the scale were designed to measure the participants’ perceived utilitarian value PUV 01 to 03. The three items tap on “professional enhancement” as the core construct which define the utilitarian value of new interactive technology in the context of participatory programming. The perceived utilitarian value scale was then created by averaging the three items.

4.9.2.2 Perceived Hedonic Value (PHV)

The study’s construct for hedonic factor was deduced from “perceived enjoyment”, “perceived fun” and “perceived playfulness” constructs (see chapter 3 for detailed discussions regarding this prime adoption variable). Enjoyment is operationally defined as the extent to which an activity of using a technology is perceived to be enjoyable in its own right (Davis et al., 1992). Both perceived fun and perceived playfulness share a concept in the hedonic value as a potential positive predictor of intention to use new media technologies within the context of radio broadcast journalism. This assumption is tested in this study in relation to Sun and Bhattacherjee (2014) extended UTAUT model, the core IT usage model (see Chapter 4 of theoretical framework). Three statements were used as study items to measure the hedonic construct; two of which were directed at the keywords: enjoy and catch fun within the context of technology use for participatory programming. The last item addresses the “ease of use” perspective following a theoretical assumption that easy to use new media technologies are prone to being fun or enjoyable in their uses. Perceived enjoyment is a consistent predictor of new media technology adoption across contexts.

4.9.2.3 Perceived Communication Value (PCV)

Evaluating the perceived communication value is an integral part of the erstwhile subjective norm or the more recent facilitating condition construct in many adoption studies. For effective

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evaluation of journalists adoption of technology, I have decided to break the social influence construct down to its meaningful parts, the first being perceived communication value. Communication value, following Sun and Bhattacherjee’s (2014) interpretation, addresses a network of users, the “other”, who motivate or influence user (in this case broadcast journalists’) intention to use and the actual use behaviour. This construct is explored through participants’ perceived reliance on a network of users who motivate their intentions and behaviours to adopt interactive and non-interactive technologies in the context of participatory programming. Communication value as a construct was subjected to rating to assess participants’ agreement or disagreement to a three-item statement. The items were focused on participants’ significant influence from other broadcast journalists and self-esteem within the network of other technology users. The third item was set address participants’ sense of duty in relation to social influence. Collectively, these items would serve as a measure of our subset and variable that measures the social influence dimension of technology adoption and journalism. This is a vital subset with which I hope to explore the central role of communication-oriented technologies such as Internet and mobile phone channels in contemporary radio broadcast journalism.

4.9.2.4 Perception towards Audience Members (PTAM)

The fourth subset is meant to addresses beliefs towards audience members’ expectations in relation to technology use for participatory programming. However it would be excluded from the main analysis because of the low Alpha. PTAM as operational construct is informed by the literature which explicates on the centrality of audience need as one of the drivers of journalistic practice. The central assumption is that broadcast journalists’ beliefs about audience expectations including audience access to feedback mechanism go a long way in influencing broadcast journalists’ role play and, perhaps, adoption of new communication technologies. Broadcast journalists, as argued, would adopt technologies that aid the discharge of their roles bearing in mind their perceptions towards audience members’ interpretation of their programming as well as the station’s credibility. This construct sits with the social norms (SN) and facilitating conditions (FC) espoused in previous IS studies. Three questionnaire items bothering on participants’ perceptions toward radio audience willingness, capability, expectations to use operational system and Internet technologies were designed to evaluate the construct.

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4.9.2.5 Perceived Organisational Support and Agenda (POSA)

The other aspect of facilitating condition has to do with broadcast journalists’ perception on the support received from their organisations (the media establishments and proprietors) regarding new technology use for participatory programming. This dimension is important as discussed in the literature on journalistic identity, role conceptions and professionalism. It represents the one half of external influence on journalistic role performance, the other being the institution or media system through which journalism practice is accredited. In this study, participants would respond to the sub-scale containing 5 questionnaire items and ranked their agreement or disagreement on a 7-point Likert scale to statements containing such words as station’s approval to use interactive technologies for rating and sponsorship sake, agenda setting role, and perceived credibility.

4.9.2.6 Perceived Institutional Policy Control (PIPC)

The third and last aspect of social influence paradigm evaluates participants’ perceived institutional policy and regulatory control coming from the government and via the media system being used in the context of study. In the case of this research the participants responded to 3 statements carefully worded to elicit participants’ beliefs about influences from the government through its regulatory agency, in this case the National Broadcasting Commission (NBC). The statements were worded positively in favour of the policy or actions of the NBC regarding interactive technologies, for instance in conducting of participatory programming. And whether participants agree, disagree or neutral on the current policy drive regarding interactive broadcasting and participatory programming.

4.9.3 Operational Measure II: Journalistic Role Conceptions in the Context of