Abstract
The way audiences have been conceptualized 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 meet these challenges. First 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. Second, against the background of the eroding link between certain media devices and the respective user practices, the concept of communication modes is introduced; this refers to the user’s definition of what he or she is actually doing with the media. Both approaches are illustrated by recent empirical studies.
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Hasebrink, U., Hölig, S. (2017). Deconstructing Audiences in Converging Media Environments. In: Sparviero, S., Peil, C., Balbi, G. (eds) Media Convergence and Deconvergence. Global Transformations in Media and Communication Research - A Palgrave and IAMCR Series. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-51289-1_6
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DOI: https://doi.org/10.1007/978-3-319-51289-1_6
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