Engaging with media in the fragmented media environment : using multiple methods to discover elements of media engagement

Tuotetiedot

Today’s media landscape is characterised by growing instability and rivalry. The media environment is increasingly fragmenting, and the boundaries between genres are blurring. News is provided on Twitter and countless fashion and lifestyle blogs compete with printed women’s magazines. Users, readers, viewers and listeners enjoy autonomous possibilities to access content when, where and how they please. Among the abundance of media titles people choose the ones they consider engaging. This research examines people’s personal media landscapes and the experiences and practices that are associated with those titles that are considered especially engaging. Special attention is paid to readers’ engagement with a magazine title. The iterative research process with five participant groups contributes to the methodological challenges that both audience researchers and media companies face, resulting from cross-media environment.