The Portal Effect PDF Download

Abstract: Internet customization technologies shift gatekeeping power from the mainstream media directly to media consumers. Public opinion scholars have debated whether customization technology will increase or decrease the scope of individual information exposure. This study is designed to empirically investigate the impact of customization technology on information exposure. This study also builds on previous digital divide scholarship concerning user-level variation in technology use. Survey instruments examine differences in news category exposure diversity between users of customized and non-customized web portals. Data from a national sample of 399 Hispanic Internet users, over 40 years old, a traditionally digitally underserved population, were gathered through an online survey. Regression analysis indicates sex (male) is the only significant hypothesized demographic predictor of portal customization. As hypothesized, regression analysis indicates a significant positive relationship between Internet connectedness (Jung, 2003) and use of customized web portals. This indicates a new digital inequality may be emerging between users and non-users of customized technologies. A separate regression analysis indicates customized web portal users report a significantly higher level of individual news category exposure diversity. This result suggests a positive relationship between customization technology and the public sphere. Additional implications of these findings and recommendations for future research are discussed.