engleski

Cross-media panel, ECREA international conference Prague 2016

This presentation discusses the variance of audiences' cross-media use in different macro- structural conditions, in a mediatization theory framework drawing on the structurational relationships (Hjarvard, 2014) of audience practice/agency and media systems as the macro institutional structure (Peruško et al, 2013). Empirical research shows the influence of the macro-institutional level of media system on media related practices of citizens/audiences/consumers across Europe: in terms of preference of the type of media (Peruško et al, 2013, 2015), spaces of media use (Arnoldi et al, 2015), and on-line communication practices of digital political engagement (Peruško & Vozab, 2015). The audience data were gathered in primary original representative surveys in the comparative cross-European study of on-line audience communication practices in 9 countries (cf. Jensen & Helles, 2015). The macro-institutional level is represented by the digital mediascape model with its four dimensions - inclusiveness, digital media market, media culture, globalization, developed in Peruško et al (2015). The model takes into account the critique of the Hallin & Mancini (2004) model of media systems, primarily in relation to the need to include the contemporary digital media, in terms of the limitations of understanding of what is a media system, and in the need to take account of the global character of media. This was primarily its narrow focus on political media, the need to add more system differentiating factors (Hardy, 2012). Media systems are more then containers of news media ; they should also be seen as systems of cultural production and consumption and in terms of cultural flows in an increasingly globalized mediascapes (Appadurai, 2000, Livingstone, 2012, Esser, 2013, Peruško & Čuvalo, 2014). Lastly, an important critique includes the issue of technology, where the concept of the media systems should in addition to legacy media include also digital and social media and related practices (Humphreys, 2012: Norris, 2009, 2013).

audience digital practices ; cross-national comparative research ; Europe ; media systems as macro structures

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