Media Use and Media Consumption in the Home Environment Essay

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Audience reception is a critical area of focus and research when approaching media audiences. It is dependent on the context of viewing, making media use and media consumption within the home environment and other contexts an interesting area of study. During the 1980s the emergence and increasing use of television increased media research into consumption in an everyday context, addressing the domestic, the family and its contribution to daily life. The importance can be displayed through the centrality of the position of the television and how the arrangement of a living room is commonly based around this. According to David Morely (1986) patterns of television consumption can only be understood through the context of ‘family leisure…show more content…
In terms of consumption, contextual factors must be considered; these particularly include social, cultural, economical, technological aspects. Firstly looking at the social context in relation to media consumption, the social context is structured and shaped through out families, friends, peers and social institutions (school, university, work). ‘Media consumption and interpersonal relationships are closely interlinked. It is erroneous to treat media communication as existing separate from or simply interfering with interpersonal communication’ (Seiter, 1999: 2). This is particularly important in who we consume with and the interaction performed between audiences’. In 1985 Cubit explored family viewing in which he named ‘The Politics of the Living Room’. He examined this in what can be described as a democratic way, discovering how the decision maker is elected dependent on power, gender and age. Family viewing affects the level of attention therefore making consumption measurements unreliable, Cubit (1985) explained this through describing the families’ presence when you are trying to watch a programme and the escapism aspect is jeopardized by their input throughout. This type of disruption is predominantly with a home environment, in comparison to a cinematic experience where the response is limited and often in uniform to those within the same film screen. It has been said that gender differences can also play a
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