Croatology, Vol. 12 No. 2. - 3., 2021.
Original scientific paper
Audience and examples of consummation of cultural digital products
Miriam Mary Brgles
orcid.org/0000-0001-5786-393X
; Catholic university of Croatia, Zagreb, Croatia
Maša Dombre
; University of Exeter, College of Life and Environmental Sciences, Exeter, UK
Andriana Matić
; University of Zagreb, Faculty of Humanities and Social Science, Zagreb, Croatia
Abstract
The meeting of high culture and mass media takes place on a daily basis by translating cultural content into digital form, in order to be available
to a mass audience via electronic devices. The paper analyzes the relationship between the media as a social
structure, and the actions of the audience, that is, the characteristics of consumption in culture associated with three media: theatre, books (literature)
and social media. These media originated in different historical periods, their forms have changed due to the development of digital technology and the beginning
of mass use of Internet, which is the reason behind content moving from physical space to virtual space. Qualitative methodology was applied in the research; as well as a
grounded theory approach and a focus group method. The results show that the audience consumes digital content in culture in order to be informed or gain insight into those (specific) contents that are not available to them in other ways (through regular channels). Nevertheless, they still prefer to consume culture in its original form:
going to the theatre, reading a printed book etc., because these activities involve social interactions, primarily communication and exchange of impressions (and even social rituals, like buying gifts such as books, theater tickets, etc.) with other actors, especially family members and friends.
Keywords
culture; media; audience; consumption; digital contents; interactions
Hrčak ID:
266366
URI
Publication date:
6.12.2021.
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