The ubiquity of the Internet in all domains of human communication merits a renewed focus on the channel complementarity and displacement hypotheses, not least because social media enables the sharing of information beyond information-seeking. The present study draws on a cross-sectional survey, conducted during the 2014 national election in India. Findings indicate that exposure to traditional media significantly predicted exposure to social media. Sharing text messages, discussing the campaign face-to-face, listening to the radio, and campaign interest predicted sharing information on social media. The findings provide important insights into channel complementarity theory, demonstrating the positive relationship between traditional and new media-based exposure and information-sharing.

中文翻译：

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渠道互补还是替代？非西方选举背景下的理论与证据

互联网在人类交流的所有领域无处不在，值得重新关注渠道互补性和替代性假设，尤其是因为社交媒体能够实现超越信息搜索的信息共享。本研究借鉴了 2014 年印度全国大选期间进行的横断面调查。研究结果表明，接触传统媒体显着预测接触社交媒体。分享短信、面对面讨论竞选活动、收听广播以及竞选兴趣预测在社交媒体上分享信息。研究结果为渠道互补理论提供了重要见解，证明了基于传统媒体和新媒体的曝光和信息共享之间的正相关关系。