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Media habits across three generations
Sármányová, Cyntia ; Trültzsch-Wijnen, Christine (advisor) ; Lütke Notarp, Ulrike (referee)
Comparing media habits across generations is crucial for understanding how different cohorts interact with media. The elderly, middle, and young generations' media consumption patterns are compared in this master's thesis to give insight into the factors that shape these generations' behaviours. This study investigates differences in participation, content consumption, and platform choices through a secondary analysis of qualitative interviews conducted with participants from the Czech Republic and Slovakia. The results emphasize how sociocultural circumstances, technological developments, and historical events have an impact on generational media preferences and habits. The study also investigates how political structures affect media access and availability. We may better comprehend generational dynamics and the complex interactions between socioeconomic conditions and power dynamics in shaping media habits thanks to the theoretical insights from this study. The practical applications of this research help media practitioners reach a variety of audiences in an effective manner through content production, marketing plans, and communication techniques. By analysing the way past media habits influence current and future patterns, the study also advances our understanding of the changing nature of...
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