| Abstract [eng] |
The objective of research: to reveal how variable practices of the use of media in multimedia environment are influenced by a variety of lifestyles which is characteristic to the media audience. This paper investigates how media users who live an everyday life that is shaped by popular culture and the media compose their own media repertoires: what offers they react to, how they decide upon the means to satisfy their needs from a very wide supply. The work is aimed at investigating whether lifestyle may influence the similarity of media repertoires among the members of the same lifestyle group. Thus, it was very important to explore how a contemporary audience shapes and distributes its priorities in the multimedia environment according to their lifestyle, which in this work is considered as an essential indicator for social and cultural stratification in the contemporary society. The empiric research has been limited to the problem of composition of leisure media repertoires, and at the same time organisation of leisure here is understood as an activity that has been chosen by independent individuals, which best reflects attitudes, habits and preferences of representatives of diverse lifestyle groups of the audience. Examination of peculiarities of the use of media among citizens of the same country shows that essentially differences are determined by contextual and personality factors. Processes of the use of media are closely related to the rhythm of individuals' everyday life, when in each phase of the day users select different media due to the functions which they perform, and different media for distinct purposes. Each medium performs particular function in individual life, depending on his needs, lifestyle, mobility, media that used by his peers and friends, employment and necessity of professional activity continuity after working hours. |
