Youth Media Consumption: Specific Features of Research Methodology | Mediascope
For citation: Kulchitskaya D.Yu., VartanovS.A., Dunas D.V., Salikhova E.A. et al. (2019) Mediapotreblenie molodezhi: spetsifika metodologii issledovaniya [Youth Media Consumption: Specific Features of Research Methodology]. Mediaskop 1. (in Russian). Available at: http://www.mediascope.ru/2529
© Diana Yu. Kulchitskaya
PhD in Philology, Associate Professor at the Chair of New Media and Communication Theory, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), diana.kulchitskaya@gmail.com
PhD in Physics and Mathematics, Associate Professor at Moscow School of Economics, Lomonosov Moscow State University (Moscow, Russia), sergvart@gmail.com
© Elena A. Salikhova
Lecturer at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), ekostyuk19@gmail.com
Media consumption has transformed tremendously due to the processes of digitalization and convergence. The audience today becomes cross-media and device-oriented. These shifts in the way people consume media content define new methods of studying media use and new ways of conceptualizing media consumption as a category in media studies.
The following article presents a critical analysis of existing scholarly papers devoted to the theme of media consumption. Based on theoretical analysis the authors try to define the main research methods used when doing research in the sphere of media consumption and highlight the major challenges, which scholars face in this field of study. In conclusion the authors note that cross-media approach is becoming more and more relevant due to the changes in media consumption patterns. Another trend in media studies is the user-centric approach, which tries to trace the individual user experience rather than an average media practice.
Keywords: media consumption, cross media, methodological approaches, mediatization of the social practices, youth audience.
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