ZeMKI-Forschungskolloquium mit Prof. Dr. Mariano Dagatti (CONICET/UMET - UNER – UBA, Argentina)

Was tun Menschen, wenn sie Medien konsumieren? Worüber sprechen die Zuhörer*innen, wenn sie von "Radio hören", "fernsehen" oder "einen Film sehen" sprechen? Im ZeMKI-Forschungskolloquium mit Prof. Dr. Mariano Dagatti versuchen wir, die Verbindung zwischen Publikum und Medien zu verstehen.

Mediatization constitutes one of the main objects of interest in communication studies in the last sixty years. Such interest faces in recent years the challenge of investigating the growing complexity of media ecology that results from the appearance, consolidation, and expansion of new technologies based on the Internet and mobile devices. The relationship between the media industry and the individuals that make up its eventual audience or public has changed like never before in the 21st century, as a result of multiple factors: from progressive technological advances to new habits generated by socio-cultural mutations - and even, as is the case now, due to socio-sanitary phenomena. It is not surprising, then, that media consumption practices have also changed, especially among young urban people. From a socio-semiotic and culturalist perspective, this paper presents the preliminary results of research on media consumption practices of young people in the metropolitan region of Buenos Aires (Argentina). What do people do when they consume media? What do audiences talk about when they talk about “listening to the radio”, “watching TV” or “watching a movie”? How are their consumption practices and their links with different devices? How are their routines and their consumption rhythms? What type of contract do they establish with the different media, with their main formats or genres, and with their main characters and hosts? To sum up, we are interested in understanding the link between audiences and media.

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