The relationship between Internet use, online and printed newspaper reading in Finland: investigating the direct and moderating effects of gender

This article explores how the time spent on the Internet is associated with printed and online newspaper reading. The direct and moderating effects of gender are especially investigated. The survey data (N = 612) collected from Finland in 2011 are analysed by using hierarchical regression modelling. The results of the study show that Internet use has a displacement effect on printed newspaper reading but only among male respondents. In contrast, results show that more women spend time on the Internet the more frequently they also read printed newspapers. This finding is in line with the so-called efficacy hypothesis. No similar moderating effect of gender was found when exploring online newspaper reading. However, it was noted that men read more online newspapers than women. Lastly, the results of this study call for further investigations on other interaction effects, which have capacity to clarify how one medium can substitute and displace the other.