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Impact of Media Messages about the Internet

Internet Anxiety as a Factor in the Adoption Process in the USA

University of Tennessee, Knoxville

JOHN M. SCHEB, II

University of Tennessee, Knoxville

The study explores a concept defined as `internet anxiety', and uses mass communication theories to help explain it. Findings suggest we believe `other people' are responding to media messages about the internet, perpetuating beliefs that internet use is higher than it actually is, and that we are further behind other people than we actually are.

Evidence of third-person perception and overestimation of internet use were found. An understanding of internet anxiety can help structure messages for mass audiences, and lead to more efficient and appropriate use of the internet by business.

Key Words: internet adoption • internet anxiety • media effects • third-person effect

New Media & Society, Vol. 2, No. 2, 181-194 (2000)
DOI: 10.1177/14614440022225760


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