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European Media Audiences

European Media Audiences

Within the scope of the project “European Media Audiences”, surveys regarding the use of media and how media repertoires are put together were conducted in nine European countries. This was based on an online survey conducted in the participating countries in 2013, in which the interviewees described the frequency of using a great number of media. The comparative analyses were published in a special issue of the International Journal of Communication in 2015. The Hans-Bredow-Institut focused on how we can get an insight into the process of social appropriation of digital media by comparing countries where the internet development has progressed in different ways. Looking at the overall use of media, the analyses show that the relative share of online media use is smaller in countries with advanced internet development compared to other countries. Thus, there is no linear increase in online usage compared to using media offline. The social appropriation of digital media – depending on the respective cultural context – is not as straightforward as usually expected.

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Project Description

Considerable shifts in the use of media accompany both the technical convergence of media services and their differentiation from each other. In this connection, the Hans-Bredow-Institut is interested in the particular question regarding how media users, or respectively, various sub-groups of the population, combine the different communication services and, thus, put together their personal media repertoire. This project aims to ascertain the media repertoires in various European countries.

In the context of the COST Action “Transforming Audiences, Transforming Societies”, and on the initiative of Klaus Bruhn Jensen at the University of Copenhagen, a group of research teams from nine European countries so far, has come together and developed a common questionnaire regarding the use of the various old and new media. An online enquiry was conducted in January/February 2013. Comparative analyses were published in a special issue of the International Journal of Communication in 2015.

Project Information


Duration: 2013-2015

Research programme:
RP1 - Transformation of Public Communication

Third party

Cooperation Partner

Klaus Bruhn Jensen
Ipsos Belgien, Jean-Michel Lebrun
sowie Teams aus acht weiteren europäischen Ländern

Contact person

Prof. em. Dr. Uwe Hasebrink

Prof. em. Dr. Uwe Hasebrink

Leibniz-Institut für Medienforschung │ Hans-Bredow-Institut (HBI)
Rothenbaumchaussee 36
20148 Hamburg

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