9th Conference European Sociological Association

RN18 Sociology of Communications and Media Research

2009-09-04 09:00:00 2009-09-04 10:30:00 Friday, 4 September 09:00 - 10:30 Online Communities Building AA, AA.325

Media Use Index, a comparison across 50 countries

Quite often media market research is driven by a top-down approach that focuses very much on programming and broadcasting of news and information. In contrast, the bottom-up perspective is audience driven and will
help understand how recipients of news and information use media and communication technology. This paper
will introduce a Media Use Index that will help compare more traditional versus mordern approaches of making news and information available.
Based on random representative audience surveys from 50 countries the analysis will compare results from European and non-European audiences and explore differences according to gender, age, education, and location (urban/rural). In essence the findings will provide fresh insights in the subtleties of the old versus
new media divide across European and non-European countries.