engleski

Audience as agency in media systems: Post socialist Europe in comparative perspective

All the most important theoretical models developed for comparing media systems stress the aspect of structure in defining the main dimensions that shape the media field. In this text we focus on audience behavior in media systems as the aspect of agency, understood in sociological terms as part of the structuration process. In this we expand the boundaries of audience research media systems theory byto includinge phenomena related to media usethe macro view of the media system. We apply a cluster analysis on structural variables of media systems and on audience practices in terms of media use in order to find out how similar or different are media structures and practices in different European countries, in relation to the theoretical model of media systems (Hallin and Mancini, 2004). The study finds that European audience practices show a clear North/South and not with the expected East/West differentiation. The expectation that all post-socialist European countries belong into the same model is also not supported in relation to structural media variables ; some post- socialist countries are in the structural aspects more similar to countries in the other two models of media systems. The study interestingly re- groups European countries into three distinctive structural models which differ somewhat from the original Hallin and Mancini (2004) classification

audiences ; media system

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