| Abstract [eng] |
The number of combined media is determined by the level of media literacy (ability to use digital and mobile technologies and an understanding of their facilities), the variety of needs and aims (a greater number of needs and aims has an influence on a longer time span of using the media), predominant habits of the use of media (respondents explained media selections, for example, reading paper magazines, by habitude), recommendations from influence groups. Selections of media content encompass both rational and irrational reasons; nevertheless, making decisions on the selectable content is based on the corresponding strategy of personal behaviour, which takes the identification of topics as an important aspect. Among all available alternatives, media users look for attributes of the dominant topics they are familiar with and which are related to their interests, recommendations, pre-existing experience or the established criteria of merit and expedience. Individuals of a higher social status describe rational criteria for their selection, most frequently relating them to professional aims. Individuals of a lower social position state that they have no criteria; nevertheless, in the process of investigation they used such expressions as “I mostly like”, “most frequently I choose”, etc. This enables one to claim that alternatives of selection are filtered according to dominant topics. The research data show that the use of the media is not a planned activity; it is a daily activity which is rather habitual than spontaneous. |
