Abstract
The way how media companies and their research agencies have conceptualized audiences is challenged by the process of convergence. Starting with a look back to the characteristics of audience measurement the chapter proposes two approaches that can help to manage these challenges. Firstly it is argued that today’s media environments require a repertoire-oriented research perspective, which investigates how media users combine different kinds of media and different kinds of content and create their personal repertoire. Secondly, against the background of the eroding link between certain media devices and the respective user practices, the concept of communication modes is introduced; it refers to the users’ definition of what he or she is actually doing with the media. Both approaches are illustrated by recent empirical studies.
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Appendices
Exercise Questions
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What are the main construction principles of classical audience measurement?
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In how far are these classical approaches challenged by media convergence?
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What are the main differences between a repertoire-oriented approach and classical audience measurement?
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How can media repertoires be investigated?
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How are communication modes defined?
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What is the conceptual link between information needs and communication modes?
Reflexive Questions (Food for Thought)
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In all, the two approaches presented here might lead to a loss of control of media companies over their audiences. Can you imagine strategies that can help to regain control?
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How can you find out if a concrete newscast on a mobile device is received in the same communication mode as the same newscast on the TV screen?
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Which criteria of communication modes would be relevant for other gratifications sought (e.g., entertainment, catharsis, etc.)?
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Hasebrink, U., Hölig, S. (2013). Conceptualizing Audiences in Convergent Media Environments. In: Diehl, S., Karmasin, M. (eds) Media and Convergence Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36163-0_13
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DOI: https://doi.org/10.1007/978-3-642-36163-0_13
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