Analisi dei consumi

Translated title of the contribution: [Autom. eng. transl.] Consumption analysis

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

[Autom. eng. transl.] In this chapter: - Knowledge of the consumption dynamics of media products and technologies is a requirement both of the industrial media system and of the human sciences that study, even critically, the technologically supported communication processes. - Consumption deserves to be studied because it does not define a passive position; indeed, it always involves an activity of co-production of meaning and interpretation that is connected with the identities and social affiliations of the recipient. - In a media education perspective, the analysis of media consumption is useful at at least three levels: to concretely describe the public (socio-demographic characteristics); deconstruct the logic of supply and demand (marketing strategies); to stimulate public self-reflexivity (awareness and empowerment). - The main methods of consumption analysis are quantitative (aimed above all at measuring phenomena) or qualitative (focusing more on the attribution of meaning to consumption practices); each method "constructs" its own data and, ultimately, reflects a different idea of "public". - Quantitative methods include, among others, statistical, audiometric and survey surveys; examples of qualitative methods are the interview, the focus group and ethnography.
Translated title of the contribution[Autom. eng. transl.] Consumption analysis
Original languageItalian
Title of host publicationTecnologie per l'educazione
EditorsPier Cesare, Rossi, Pier Giuseppe Rivoltella
Pages117-129
Number of pages13
Publication statusPublished - 2019

Keywords

  • Analisi dei consumi
  • Consumi mediali
  • Media analysis
  • Metodologia della ricerca

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