Erinevad põlvkonnad teleauditooriumina 2011. aastal

Abstract

The aim of the Bachelor’s thesis „Different Generations as TV audiences in 2011“ is to explore the main preferences, similarities and differences amongst three Estonian generations regarding media use, particularly TV viewing. The method for analysing the three generations is quantitative. The empirical material has been collected via a nationwide sociological survey „Mina. Maailm. Meedia 2011“(„Me. The World. The Media 2011“). Firstly, the selection was analysed based on different TV viewing indexes. It came forth that the main tendencies to describe the younger generation are that there are more frequent entertainment programme viewers and less TV news, talk show and documentary viewers. On the other hand, middle-aged and older generations have the highest percentage of frequent talk show and documentary viewers. Secondly, the data was analysed based on cluster analysis. As a result, 7 viewer types were distinguished based on the viewing frequency of 37 different TV shows. The types are profiled as social-demographic groups and have also been analysed in relation to other mediums (print, radio, Internet, books). The following viewer types among all Estonians were found: - frequent and versatile TV viewer (13%); - moderate experience oriented TV viewer (18%); - talk show and documentary viewer (13%); - irregular media user (15%); - versatile information and cultural programme viewer (16%); - entertainment viewer (13%); - irregular news seeker (12%). Thirdly, the same analysis was conducted among each generation. 6 viewer types came forth in each generation. The distinguished viewer types in the younger generation were as follows: frequent entertainment viewer, moderate entertainment viewer, talk show and documentary viewer, very frequent heavy-user and very irregular viewer. In the middle-aged generation the viewer types were frequent information programme viewer entertainment viewer, moderate random viewer, talk show and documentary viewer, versatile viewer and very irregular viewer. In the older generation, the detected viewer types were talk show and documentary viewer, very frequent heavy-user, entertainment viewer, Kanal 2 information programme viewer, information programme viewer and very irregular viewer. In general, all three generations differ from each other with distinct characteristics. The differences found in these viewer types, especially differences between the younger generation, middle-aged and older generations; make this field of studies an important subject for further and more consummate quantitative, as well as, qualitative research.