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Ny teknik, samma behov: En kvalitativ undersökning av två generationers mediebruk i ljuset av den moderna bruks- och belöningsforskningen
Stockholm University, Faculty of Humanities, Department of Media Studies.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]



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


Language: Swedish


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

Stockholm University


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.

Place, publisher, year, edition, pages
2013. , 39 p.
Keyword [sv]
publikforskning, tv-tittande, bruks- och belöningsforskning, uses and gratifications, unga, äldre
National Category
URN: urn:nbn:se:su:diva-90863OAI: diva2:627780
Available from: 2013-06-16 Created: 2013-06-12 Last updated: 2013-06-16Bibliographically approved

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