Everyday Lives of Audiences in a Future Europe: Tracing Emerging Issues from Scenarios to Experiences in 2030

  • Brita Ytre-Arne
  • Inês Amaral
  • Niklas Alexander Chimirri
  • Miguel Vicente-Mariño


This chapter considers the scenarios from the previous chapter, and asks what futures they envision for audiences, across generations, and in the context of a changing Europe, towards 2030. Our discussion emphasizes the challenges of conceptualizing agentic capabilities of audience experiences that are yet to unfold in the trans-media environment of the future. As these phenomena are yet unavailable for empirical research, we apply the foresight methodology technique of story building to advance our discussion. This enables us to reflect upon dilemmas in everyday lives of audiences across generations in 2030, utilizing the scenarios to pinpoint diverging challenges and opportunities.


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Brita Ytre-Arne
    • 1
  • Inês Amaral
    • 2
  • Niklas Alexander Chimirri
    • 3
  • Miguel Vicente-Mariño
    • 4
  1. 1.Department of Information Science and Media StudiesUniversity of BergenBergenNorway
  2. 2.University of MinhoBragaPortugal
  3. 3.Department of People and TechnologyRoskilde UniversityRoskildeDenmark
  4. 4.Facultad de Ciencias Sociales, Jurídicas y de la ComunicaciónUniversidad de ValladolidSegoviaSpain

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