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Engaging with Media in the Fragmented Media Environment

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Engaging with Media in the Fragmented Media Environment Department of Media Aalto- Today’s media landscape is characterised by Riitta Tammi growing instability and rivalry. The media DD Engaging with media in environment is increasingly fragmenting, 11 / and the boundaries between genres are 2016 blurring. News is provided on Twitter and the fragmented media countless fashion and lifestyle blogs Engaging with media in the fragmented media environment compete with printed women’s magazines. environment Users, readers, viewers and listeners enjoy autonomous possibilities to access content when, where and how they please. Among Using multiple methods to discover the abundance of media titles people choose elements of media engagement the ones they consider engaging. This research examines people’s personal media landscapes and the experiences and practices that are associated with those titles that are considered especially Riitta Tammi engaging. Special attention is paid to readers’ engagement with a magazine title. The iterative research process with five participant groups contributes to the methodological challenges that both audience researchers and media companies face, resulting from cross-media environment. 9HSTFMG*aggcdd+ ISBN 978-952-60-6623-3 (printed) BUSINESS + ISBN 978-952-60-6624-0 (pdf) ECONOMY ISSN-L 1799-4934 ISSN 1799-4934 (printed) ART + ISSN 1799-4942 (pdf) DESIGN + ARCHITECTURE UniversityAalto Aalto University School of Arts, Design and Architecture SCIENCE + Department of Media TECHNOLOGY www.aalto.fi CROSSOVER DOCTORAL DOCTORAL DISSERTATIONS DISSERTATIONS 2016 Aalto University publication series DOCTORAL DISSERTATIONS 11/2016 Engaging with media in the fragmented media environment Using multiple methods to discover elements of media engagement Riitta Tammi Aalto University School of Arts, Design and Architecture Department of Media Media Concepts Research Group Aalto University publication series DOCTORAL DISSERTATIONS 11/2016 © Riitta Tammi ISBN 978-952-60-6623-3 (printed) ISBN 978-952-60-6624-0 (pdf) ISSN-L 1799-4934 ISSN 1799-4934 (printed) ISSN 1799-4942 (pdf) http://urn.fi/URN:ISBN:978-952-60-6624-0 Graphic design: Riitta Tammi Unigrafia Oy Helsinki 2016 Finland Abstract Aalto University, P.O. Box 11000, FI-00076 Aalto www.aalto.fi Author Riitta Tammi Name of the doctoral dissertation Engaging with media in the fragmented media environment. Using multiple methods to discover elements of media engagement Publisher School of Arts, Design and Architecture Unit Department of Media Series Aalto University publication series DOCTORAL DISSERTATIONS 11/2016 Field of research Media and communication studies Date of the defence 4 February 2016 Monograph Article dissertation Essay dissertation Abstract This research explores fragmentation of media use and the reasons behind and ways of engaging with media. As media landscape has fragmented and the amount of media content has multiplied, it is increasingly important to examine those experiences and practices that are associated with the most important media titles and how media use intertwines with the practices of everyday. Previous studies of fragmentation of media use and selections of media often limit the amount of media, or focus on only one genre, such as news. The novelty of my research is starting from the perspective of the readers and users. The iterative methodological process provides tools also for media publishers for studying the media use of their audiences. The data was gathered using four qualitative methods: online media diaries, media landscape interviews, ethnographic visits and reading aloud interviews. The analyses focus on the media use of five participant groups (n=55): 16–18 year-old high school students, 18–25 year-old young adults, 35–45 year-old readers of Tekniikan Maailma (special interest magazine of technology and vehicles), 45–55 year-old readers of Kotiliesi (women's general interest magazine), and 45–55 year-old readers of Suomen Kuvalehti (news magazine). The number of participants varied between the methodical phases. Fragmentation of media use is examined in personal media landscapes, which map all media and titles individuals use. Especially in the personal media landscapes of the 45–55 year-old participants fragmentation emerges as a great number of media titles, whereas the 18–25 year- old participants' media preferences are more individualised. Engagement with media is closely connected with everyday, for instance, social and solitary practices at home, or routines and rituals associated with the most important titles. On the other hand, magazines offer their readers engaging experiences when the title answers to the function that is provided with it, when the content has a connection with the reader's life, and when the reader shares the values of the magazine. Moreover, people constantly compare media titles to similar ones and construct engagement through these comparisons. I suggest that fragmentation of media use and media engagement are closely entwined and it is justified to approach them from the perspective of the users' experiences and practices. First, even though people come across dozens of media titles on a weekly basis, the engaging ones are allocated time and used concentratedly. Second, as life phases and interests change, also personal media landscapes reshape frequently, even if media routines are strong. Finally, changing media practices enable encounters with new titles and content, whereupon supplementing the personal media landscape – or replacing disengaging titles – is easy. Keywords audience, engagement with media, fragmentation of media use, multi-methodology, cross-media ISBN (printed) 978-952-60-6623-3 ISBN (pdf) 978-952-60-6624-0 ISSN-L 1799-4934 ISSN (printed) 1799-4934 ISSN (pdf) 1799-4942 Location of publisher Helsinki Location of printing Helsinki Year 2016 Pages 229 urn http://urn.fi/URN:ISBN:978-952-60-6624-0 Tiivistelmä Aalto-yliopisto, PL 11000, 00076 Aalto www.aalto.fi Tekijä Riitta Tammi Väitöskirjan nimi Sitoutuminen medioihin pirstaloituneessa mediamaailmassa. Monimenetelmällinen näkökulma mediasuhteen tutkimiseen. Julkaisija Taiteiden ja suunnittelun korkeakoulu Yksikkö Median osasto Sarja Aalto University publication series DOCTORAL DISSERTATIONS 11/2016 Tutkimusala Mediatutkimus Väitöspäivä 04.02.2016 Monografia Artikkeliväitöskirja Esseeväitöskirja Tiivistelmä Tutkin mediakäytön fragmentoitumista ja syitä miksi ja miten medioihin sitoudutaan. Mediamaiseman pirstaloituessa ja sisältöjen lisääntyessä nousee tarve selvittää entistä tarkemmin niitä kokemuksia ja käytäntöjä, joita tärkeimpinä pidettyihin nimikkeisiin liitetään, ja minkälaisiin jokapäiväisiin käytäntöihin median käyttö kietoutuu. Aiemmissa tutkimuksissa ihmisten mediavalikoimia on tutkittu rajaamalla medioiden määrää tai keskittymällä vain tietyn genren, kuten uutisten, käyttöön. Tutkimukseni uutuusarvo on median käytön fragmentaation ja sitoutumiseen vaikuttavien kokemusten ja käytäntöjen tutkiminen lukijoiden ja käyttäjien näkökulmasta. Neljän menetelmän iteratiivinen prosessi tarjoaa työkaluja myös mediayrityksille yleisöiden median käytön tutkimiseen. Tutkimusaineisto on kerätty laadullisten menetelmien avulla: mediapäiväkirjat, mediamaisemahaastattelut, etnografiset vierailut ja ääneen lukemisen haastattelut. Tutkimus keskittyy viiden ryhmän median käyttöön (n=55): 16–18-vuotiaat lukiolaiset, 18–25-vuotiaat nuoret aikuiset, 35–45-vuotiaat Tekniikan Maailman lukijat, 45–55-vuotiaat Kotilieden lukijat ja 45–55-vuotiaat Suomen Kuvalehden lukijat. Osallistujien määrä vaihteli menetelmittäin. Median käytön fragmentoitumista selvitettäessä tutkimuksen kohteena ovat henkilökohtaiset mediamaisemat, jotka kartoittavat ihmisen kaikki käyttämät mediat ja nimikkeet. Erityisesti 45–55-vuotiaiden kohdalla mediamaisemien fragmentoituminen ilmenee medianimikkeiden suurena määränä, kun taas 18–25-vuotiaiden osallistujien mediavalinnat ovat yksilöllisiä. Medioihin sitoutuminen linkittyy arkeen, kuten sosiaalisiin ja yksinäisiin käytäntöihin ja tärkeisiin nimikkeisiin liitettyihin rutiineihin ja rituaaleihin. Aikakauslehdet herättävät positiivisia kokemuksia, kun lehti vastaa lukijan sille antamaan tehtävään, kun sisältö on yhteydessä lukijan elämään ja kun lukija jakaa lehden arvomaailman. Ihmiset vertailevat jatkuvasti samankaltaisia nimikkeitä toisiinsa ja rakentavat sitoutumista vertailujen kautta. Osoitan, että median käytön fragmentoituminen ja medioihin sitoutuminen ovat kytköksissä toisiinsa, ja niitä on perusteltua lähestyä median käyttäjien kokemusten ja käytäntöjen näkökulmasta. Ensiksi, vaikka ihmiset kohtaavat useita kymmeniä medianimikkeitä viikoittain, tärkeille nimikkeille varataan aikaa ja niihin keskitytään. Toiseksi, henkilökohtaiset mediamaisemat muuttuvat säännöllisesti elämänvaiheiden ja kiinnostusten kohteiden muuttuessa, vaikkakin mediarutiinit ovat vahvoja. Kolmanneksi, muuttuvat mediakäytännöt mahdollistavat entistä useammin kohtaamisia uusien mediasisältöjen ja - nimikkeiden kanssa, jolloin henkilökohtaisten mediamaisemien täydentäminen – tai vähemmän tärkeiden nimikkeiden korvaaminen – on helppoa. Avainsanat yleisö, sitoutuminen medioihin, mediasuhde, mediakäytön fragmentoituminen, monimenetelmällinen tutkimus ISBN (painettu) 978-952-60-6623-3 ISBN (pdf) 978-952-60-6624-0 ISSN-L 1799-4934 ISSN (painettu) 1799-4934 ISSN (pdf) 1799-4942 Julkaisupaikka Helsinki Painopaikka Helsinki Vuosi 2016 Sivumäärä 229 urn http://urn.fi/URN:ISBN:978-952-60-6624-0 Acknowledgements I want to express my gratitude to my supervisors, Dr Maija Töyry and Dr Mer- ja Helle, for
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