The competing-complementarity engagement of news media with online social media

Shailesh Palekar, Darshana Sedera

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearch

10 Citations (Scopus)


The rapid growth of online social media networks like Facebook and Twitter is strongly influencing news media to engage with such networks for generating newsworthy content, accessing mass audiences for news consumption and using the platforms for news distribution. While both media's complement each other as sources of news and information, they also compete against each other as news repositories and are observed vying for the same audiences. We call this phenomenon the competing-complementarity (C-C) engagement. To investigate the C-C relationship we use Fidler's "mediamorphosis" concept to explain the metamorphosis of news media in the online domain. We make two contributions to Fidler's concept by offering an additional principle "mass user migration" to address the characteristics of metamorphosis and an additional driver "transcended social engagement" to show the force that propels it. Besides, we also propose four accelerators that influence metamorphosis. Theoretical analysis of news media's metamorphosis indicates its affinity to online social media. We apply niche and gratification theories to explain complementarity, and displacement effects on media consumption habits to trace competition between both media's.

Original languageEnglish
Title of host publicationProceedings PACIS 2012
EditorsShan L. Pan, Tru H. Cao
PublisherAssociation for Information Systems
Number of pages9
Publication statusPublished - 2012
Externally publishedYes
EventPacific Asia Conference on Information Systems 2012 - Ho Chi Minh City , Vietnam
Duration: 13 Jul 201215 Jul 2012
Conference number: 16th (Proceedings)


ConferencePacific Asia Conference on Information Systems 2012
Abbreviated titlePACIS 2012
CityHo Chi Minh City
OtherThe Pacific Asia Conference on Information Systems (PACIS) is the premier region 3 information systems (IS) conference of the Association of Information Systems (AIS). It aims to provide researchers in the Pacific-Asia region with an opportunity for networking and exchanging research findings on the latest developments in IS. The theme of the conference this year is “IS Innovation in Pacific Asia”. It represents an opportunity for us to think about how information and communication technologies can contribute to the advancement of the social, cultural and economic well-being of our region.
Internet address


  • Competition
  • Complementarity
  • Mediamorphosis
  • News media
  • Online social media

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