Title (English): New technologies, same needs? A qualitative research of media usage in two generations, in the light of modern uses and gratifications research
Title (original): Ny teknik, samma behov? En kvalitativ undersökning av två generationers mediebruk i ljuset av den moderna bruks- och belöningsforskningen
Author: Frida Ivansson
Tutor: Sven Ross
Course: Media and Communication Studies, Bachelor's Thesis.
Period: Spring term 2013
University: Department of Journalism, Media and Communication (JMK) at
Purpose/Aim: The purpose of this paper is to, in the light of todays uses and gratification research, highlight the differences in media use in adolescents and adults. I focus on the informants' television viewing and I compare this cross-generational, and in relation to other media use.
Material/Method: The method I used in this thesis is qualitative interviews. My choice fell on this method because I believe it to be the most suitable for obtaining the data needed.
Main results: Media use differs between young people and adults, primarily at two levels. The younger generation tend to engage in a parallel media use when they consume television, while the older look more actively and undisturbed from other stimuli. Furthermore, the younger generation state that they largely talk about television shows with their friends, something the adults say is quite uncommon for them. In these differences, however, I found similarities. The audience is still looking to meet the same needs as they always have. The uses and gratification tradition have in the last years developed new concepts and models for audience research. However, the same basic needs still seem to apply, we need to acquire information, and relate to people around us.
Keywords: Uses and gratifications, new media, television, audience research, audience, cross-generational.
2013. , 39 p.
publikforskning, tv-tittande, bruks- och belöningsforskning, uses and gratifications, unga, äldre