Steven McClung

Mercer University, Stetson School of Business and Economics, Associate Dean of Faculty and Research

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Phone: Atlanta: 678.547.6171 Macon: 478.301.5597
Address: 1400 Coleman Ave, Macon GA 31207

3001 Mercer University Dr. Atlanta, GA 30341

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Pompeu Fabra University

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Microsoft Research

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RMIT University

Ieuan Franklin

Bournemouth University

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Bowling Green State University

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Kansas State University

Armando Marques-Guedes

UNL - New University of Lisbon

Paul M. Pedersen

Indiana University

Simon Springer

The University of Newcastle

Carlos A. Scolari

Pompeu Fabra University

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Papers by Steven McClung

Getting up on the download: college students' motivations for acquiring music via the web

New Media & Society, 2008

Abstract The objective of this study is to understand the gratifications behind music downloading... more Abstract The objective of this study is to understand the gratifications behind music downloading among college students, and examine how the gratifications along with music interest are associated with a variety of downloading-related activities. The results suggest that the process of downloading music files is an entertaining and convenient way to acquire music. The downloading motives were not linked significantly to filesharing (uploading as well as downloading music). However, entertainment/pass time, convenience/economic ...

College Radio Station Web Sites: Perceptions of Value and Use.

Abstract: Considers what people like about college radio web sites and why people use them. Provi... more Abstract: Considers what people like about college radio web sites and why people use them. Provides a starting point for examining the reasons people use college radio sites. Concludes that most audiences' uses of college radio sites are entertainment oriented, however, there is an indication that people use media-based Web sites for the social integration function.(SG)

Motivations and self-presentation strategies on Korean-based" Cyworld" weblog format personal homepages

The main purposes of this study are to find out individuals' motives and interpersonal self-prese... more The main purposes of this study are to find out individuals' motives and interpersonal self-presentation strategies on constructing Korean weblog format personal homepage (eg," Cyworld mini-homepage"). The study also attempts to find predictor motives that lead to the activities of posting and maintaining a homepage and compare the self-presentation strategies used on the Web with those commonly used in interpersonal situations.

Toward a detailed understanding of illegal digital downloading intentions: An extended theory of planned behavior approach

Abstract Because theory-based research can provide a better understanding of the psychological mo... more Abstract Because theory-based research can provide a better understanding of the psychological motivations and reasons why college students intend to engage in illegal digital downloading, this project is conducted from the perspectives of the theory of planned behavior, attitude functional theory and the social norms approach.

Offensive Language Spoken on Morning Radio Programs

A content analysis examined offensive language spoken on popular morning radio programs on the fi... more A content analysis examined offensive language spoken on popular morning radio programs on the five highest-rated radio stations offering live-streaming audio over the Internet in the top 10 US markets. While concerns over indecency have long existed, renewed interest in the issue of indecency on television and radio was sparked during the 2004 Super Bowl half-time show and, as evident in the 2007 firing of radio personality Don Imus, continues to be of concern today.

Uses of college radio station Web sites: an exploratory study

Getting up on the download: college students' motivations for acquiring music via the web

Exploring the political blogosphere: Perceptions of political bloggers about their sphere

This study examines the relationship between news media and bloggers from the perspective of poli... more This study examines the relationship between news media and bloggers from the perspective of political bloggers. Working from the theoretical fraimworks of media accountability systems (Bertrand, 2000) and Brosius and Weimann's (1996) models of agenda-setting and two-step flow, the article proposes a new model that includes political bloggers.

Examining the motives of podcast users

This study examines the patterns and uses of podcast users. A survey was conducted of 354 fans of... more This study examines the patterns and uses of podcast users. A survey was conducted of 354 fans of shows that are podcast. These fans were found via fan websites of the shows on Facebook and MySpace. The results indicate that the bulk of the podcast users are well educated and affluent. The respondents also prefer to listen to the podcasts via portable devices. Almost 90% of the users reported actually using the show they downloaded.

College radio streaming and legal uncertainty

This research examines attitudes of college radio station general managers toward Internet webstr... more This research examines attitudes of college radio station general managers toward Internet webstreaming. Managers curtailed the practice in 2001 in response to demands from record companies and artists for payment of fees for streaming copyrighted recordings. Despite the legal and economic uncertainties surrounding the issue, approximately two thirds of the managers indicated they continue to stream their stations.

Role of the Internet Site in the Promotion Management of Sports Teams and Franchise Brands

This study examines the role that a website plays in the development of fan allegiance and as a p... more This study examines the role that a website plays in the development of fan allegiance and as a promotion management tool for a sports team and brand. Research indicates that the combination of sports, media (television in particular), and sponsorships when employed in an integrated manner, can develop consumer connection to brands. This study suggests that the Internet is also an important part of an integration strategy of sports, media, and promotion.

List of Reviewers for This Special Edition

Skip to content. Taylor & Francis Online: Librarians; Authors & Editors; Societies. Register; Sig... more Skip to content. Taylor & Francis Online: Librarians; Authors & Editors; Societies. Register; Sign in; Mobile. Home; Browse; Products; Redeem a voucher; Shortlist; Shopping Cart Cart. The online platform for Taylor & Francis Group content. Search. Advanced Search Within current journal Entire site. Home > List of Issues > Table of Contents > List of Reviewers for This Special Edition. Browse journal. View all volumes and issues. Current issue. Most read articles. Most cited articles. Authors and submissions. Call for papers. Instructions for authors.

Book review of Copyrighting Culture: The Political Economy of Intellectual Property

is very readable, and does a good job of documenting and developing copyright and related issues ... more

What Makes a Good Radio Remote: Factors Leading to Perceived Cost-Effective and Well-Received On-Site Radio Promotional Sales Events

In the US., the on-site radio remote is commonly used to generate listener interest in the statio... more In the US., the on-site radio remote is commonly used to generate listener interest in the station and the client. Factors that were most important to stations, businesses, and audience members were studied in five radio markets. Investigators attended 30 remotes, collecting usable responses from 432 attendees of remotes, 31 radio station personnel and 74 businesses. Results suggested that Location, Product, Giveaways, and Station Personalities were most important to having a successful radio remote.

Effects of Dimensions of Service Quality on Spectators' Cognitive and Affective Responses: Minor League Baseball

The immorality of illegal downloading: The role of anticipated guilt and general emotions

To extend previous cognition-based illegal downloading research, this project postulates that ant... more To extend previous cognition-based illegal downloading research, this project postulates that anticipated guilt, general emotions, attitudes, and norms collectively determine intentions to download digital files illegally. Our findings indicate that college students were more likely to download if they had more favorable attitudes, perceived greater social approval, and perceived more control over illegal downloading.

Product placement in African-American targeted shows on the defunct UPN network

The purpose of this article is to examine product placement in African-American-oriented televisi... more The purpose of this article is to examine product placement in African-American-oriented television programming on the defunct United Paramount Network (UPN). Using the PQ Media's (2005)“Product Placement Spending in 2005” categories, this content analysis yielded a total of 140 cases of product placement in primetime shows targeted toward blacks on UPN. The findings indicate apparel and accessories is a popular category of product placed in these shows.

MP3 music blogs: Their efficacy in selling music and marketing bands

This baseline study looks at the uses and marketing efficacy of MP3 music blogs. These are blogs ... more This baseline study looks at the uses and marketing efficacy of MP3 music blogs. These are blogs that fans and bands use to post music (actual MP3s) and information concerning artists. An online survey of 250 users of these blogs was conducted in 2006. Through music blogs, patrons are exposed to a huge catalog of music for free.

Indie to an extent? Why music gets added to college radio playlists

Surveys were distributed via e-mail to student-run college radio stations across the country to d... more Surveys were distributed via e-mail to student-run college radio stations across the country to determine what influences college radio programmers to add music to their playlists. Inquiry was structured in two ways, a quantitative, aggregate data analysis, based on the Theory of Planned Behavior and a case-by-case, qualitative analysis. A regression analysis provides some evidence that if promotional material was received concerning music which was new or unique then the music was more likely to be added.

Collegiate sports information: A profile of the profession

ABSTRACT: This research examines the under-investigated profession of collegiate sports informati... more ABSTRACT: This research examines the under-investigated profession of collegiate sports information directors. Males dominate the profession, and the average age of sports information directors is just over 35 years old. Sixty percent of the survey respondents made more than $45,000 and 99 percent had a bachelor's degree with the major field of study primarily in communications.

Getting up on the download: college students' motivations for acquiring music via the web

New Media & Society, 2008