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Published in:
Media Convergence Meets Deconvergence Read chapter Read first chapter

2017 | OriginalPaper | Chapter

6. Deconstructing Audiences in Converging Media Environments

Authors : Uwe Hasebrink, Sascha Hölig

Published in: Media Convergence and Deconvergence

Publisher: Springer International Publishing

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Abstract

The way audiences have been conceptualized is challenged by the process of convergence. Starting with a look back to the characteristics of audience measurement, the chapter proposes two approaches that can help to meet these challenges. First it is argued that today’s media environments require a repertoire-oriented research perspective, which investigates how media users combine different kinds of media and different kinds of content and create their personal repertoire. Second, against the background of the eroding link between certain media devices and the respective user practices, the concept of communication modes is introduced; this refers to the user’s definition of what he or she is actually doing with the media. Both approaches are illustrated by recent empirical studies.

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previous chapter Media Convergence and the Network Society: Media Logic(s), Polymedia and the Transition of the Public Sphere
next chapter Convergent Media Quality? Comparing the Content of Online and Offline Media in Switzerland
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Metadata
Title
Deconstructing Audiences in Converging Media Environments
Authors
Uwe Hasebrink
Sascha Hölig
Copyright Year
2017
Book
Media Convergence and Deconvergence

Print ISBN: 978-3-319-51288-4

Electronic ISBN: 978-3-319-51289-1

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-51289-1_6