Original scientific paper
https://doi.org/10.5613/rzs.47.3.2
Rhythms of Media Generations in Croatia: Research on the Repertoires of Media Generations from the Sociological Perspective
Antonija Čuvalo
orcid.org/0000-0002-2475-5534
; Department of Media and Communication, Faculty of Political Science, University of Zagreb, Croatia
Zrinjka Peruško
orcid.org/0000-0002-7990-0997
; Department of Media and Communication, Faculty of Political Science, University of Zagreb, Croatia
Abstract
The article draws on the assumption that the differences among media generations reflect the differences among mediascapes that different generations encounter during their formative years. Building upon the sociological understanding of the notion of a generation, the article shows that the result of the process of shaping media generations are manifested in the specific media repertoires. These repertoires are in a fuzzy relation with age, social location and technological changes. The study is based on the first academic nationally representative survey of Croatian media audiences conducted in June and July of 2014. The interviews were conducted on a multi-stage stratified cluster sample of 800 respondents older than 14 years. The sample was representative by age, gender and region and it was weighted to achieve representativeness by education. By means of the latent class analysis, four classes of the Croatian media generations were identified: the oldest one, the generation of traditional users, followed by the generation of digital immigrants and the two youngest digital generations – digital newspaper seekers and digital newspaper avoiders. All four identified generations were multimedial to a certain extent and for all of them television represented an important element of their repertoire. Unexpectedly, the repertoire of digital newspaper seekers was registered among the youngest media users, which opens up new questions for further research. Although a lot of information about the earliest period of media audiences in Croatia is maybe forever lost with the first generation of media users born at the beginning of the 20th century, this study provides the basis for the first insights into the similarities and differences among Croatian media generations.
Keywords
theory of generations; media audiences; media generations; media repertoires; mediatisation
Hrčak ID:
193687
URI
Publication date:
31.12.2017.
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