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degrees of satisfaction, media use and demograph-
ics. In addition, this chapter will analyze whether
there is platform displacement of IPTV on cable
TV. If there is, then what are the factors involved?
regard to the effects of media displacement focuses
on functional displacement (Tsao & Sibley, 2004).
Although Dutta-Bergman's (2004) paper proposes
a shift in the research focus by investigating the
content complementarity issue, it does not disap-
prove of competition-based theories.
These schools of thought originated from the
bioecological theory of the niche. Dimmick &
Rothenbuhler (1984) used niche theory to study
competition between the coexistence of media
industries. The expectation was that there would
be an increase-decrease relationship between the
new and existing media when the displacement
effects occurred (Kayany and Yelsma, 2000; Tsao
& Sibley, 2004). However, the process may re-
quire increase-increase for both parties to succeed
(Dimmick & Rothenbuhler, 1984).
Lee & Leung (2006) explored two approaches
to study the displacement effects of new media.
Under the medium-centric approach, the more
time that users spend on a new medium as a result
of new features, the less time they will spend on
existing media. Thus, a“more-less”hypothesis was
proposed. A user-centric approach focuses on the
needs and gratifications of media users. No new
medium can substitute all the uses and gratifica-
tion of existing media. If a new medium serves
similar needs of the existing media, no displace-
ment is to be expected. Therefore, a ''more-more''
hypothesis was proposed.
Although the research findings are not consis-
tent, the major focuses of displacement effects of
new media studies have usually involved time and
functional displacement (Lee & Leung, 2006).
In Taiwan, only a few studies have applied
the theories of displacement effects. The authors
of those studies were interested in finding out
whether the Internet had displacement effects on
traditional media (Jiang, 2005; Hu, 2008). Jiang
(2005) found that only heavy Internet users had
a displacement effect on the usage of television
and magazine (Jiang, 2005). Hu's study sug-
gested that Internet usage is increasing. Although
people spend less time watching TV, reading
THEORIES OF DISPLACEMENT
EFFECTS
People usually have a limited amount of time to
spend on the media. The more time they spend
on one medium, the less time they will spend on
others (McComb, 1972; Lee & Leung, 2006). In
the past, whenever a new medium arose, there
were concerns about whether displacement ef-
fects would occur and whether they would impact
the existing media, such as radio (Lazarsfeld,
1940), television (Himmelweit, Oppenheim &
Vince, 1958; Belson, 1961; Mendelsohn, 1964;
Weiss, 1968; Rubenstein et al., 1973; Williams,
1986), cable television (Kaplan, 1978; Grotta &
Newsom, 1982; Sparkes, 1983), VCR (Harvey &
Rothe, 1985; Henke & Donohue, 1989) and the
Internet (Finhoult & Sproull, 1990; Kayany &
Yelsma, 2000; Dimmick, Kline & Stafford, 2000;
Ferguson & Perse, 2000; Nie, N, & Ebring, L.,
2000; Chen, Boase, & Wellman, 2002; Kaye &
Johnson, 2002, 2003; Dutta-Bergman, 2004; Tsao
& Sibley, 2004; Lee & Leung, 2006; Nguyen &
Western, 2006).
Displacement theory is based on the argument
that different media will compete with each other
for resources such as time and money. Numerous
studies have explored the displacement effects in
relation to existing media, but they have given rise
to varied, and sometimes contradictory, findings
(Lee & Leung, 2006). The conflicting findings
have led to three different schools of thought
(Kayany and Yelsma, 2000; Tsao & Sibley, 2004).
One school depicts an asymmetrical relation-
ship (increase-decrease) in regard to viewer use
between the new and existing media, while the
second school supports a complementary relation-
ship (increase-increase). The third perspective in
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