In theorizing how millennials engage with digital media, this study explicates important conceptual trends such as incidental news exposure (INE), which refers to people stumbling upon news stories they otherwise would not have purposefully seen or sought. INE spawns “bumpers” who involuntarily bump into news items, as opposed to “seekers” who actively search or seek news content. This leads to the news-finds-me mindset among some passive news consumers who rely and expect other active news consumers to share important news and information.
The author gratefully acknowledges his debt to Dr. Laura Robinson and Dr. Jeremy Schulz for leading this Emerald Studies in Media and Communications volume and thanks six anonymous reviewers and Mr. Chris M. Gentilviso and Dr. Jay Aikat for their critiques to this research project. The author also thanks Ms. Divya Aikat and Mr. Vikram Aikat for research feedback and theoretical insights that enhanced this study.
Aikat, D. (2019), "Millennials Usher a Post-Digital Era: Theorizing how Generation Y Engages with Digital Media", Schulz, J., Robinson, L., Khilnani, A., Baldwin, J., Pait, H., Williams, A., Davis, J. and Ignatow, G. (Ed.) Mediated Millennials (Studies in Media and Communications, Vol. 19), Emerald Publishing Limited, pp. 9-29. https://doi.org/10.1108/S2050-206020190000019002Download as .RIS
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