How do usage and production needs change in converging and dynamic media environments?
Digitalization has led to the development and spread of a variety of mobile devices such as tablets and smartphones, new media applications (especially online media) and promising technologies, especially AI. Media users have access to a media offering that is independent of place and time and whose content is available almost limitlessly. Through a variety of interaction options and new technologies, media users are changing from passive consumers to media producers (e.g. on social networks such as Instagram, TikTok & Co, or through the use of AI).
However, this process is not linear: media usage behavior is also influenced by the media offering and structural factors. Demographic factors (such as age, gender, level of education, income) as well as entrepreneurial and media policy decisions are important. Combined with changing needs on the part of users and new technological possibilities for production, the media landscape is also in a constant state of change, which makes it necessary to constantly adapt. The research group takes these connections into account: Based on social science methods, it empirically investigates:
- the usage behavior, taking into account financial, temporal, regional, functional and media-technical aspects
- the media offerings (media content) that are available to users
- Changes, new requirements and possibilities in dynamic media environments as a structural condition of media use and production.
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