| Abstract | Razvoj tehnologije i digitalizacija medija dovodi nas do pojma medijskih generacija. Na stvaranje medijskih generacija utječe više faktora, primjerice povijesni događaji, okolina u formativnim godinama, ali i mediji koji u ranoj dobi oblikuju svjetonazor iako se ljudi prilagođavaju novim medijima. Medijske generacije su posljednjih godina sve češći predmet istraživanja koja su fokusirana na ponašanje i navike u korištenju medija s obzirom na to da se razvojem i pojavom novih medija mijenja i ponašanje publike.
Cilj ovog rada bio je saznati koje je nove navike usvojila generacija koju se smatra digitalnom, koje uređaje najčešće koriste za praćenje medija te kako su se njihove navike mijenjale kroz vrijeme. Osim toga cilj je saznati i kako generacije vide mlađe i starije od sebe te što smatraju ključnim razlikama u načinu korištenja medija.
Metodom fokus grupe u kojoj je sudjelovalo šest ispitanika (trojica muških i tri ženske) rođenih 1996.-1992. utvrđeno je da je Internet imao najvažniju ulogu u promjeni navika. Vrijeme provedeno uz medije veće je nego u djetinjstvu, a novi su uređaji (smartphone; laptop) osnovni uređaji za praćenje medijskog sadržaja. Unatoč tome, televizija ostaje važan medij ispitanoj generaciji. Nadalje, govoreći o razlikama među generacijama iz perspektive ispitanika, starija generacija usprkos usvajanju novih medija ostaje naklonjena tradicionalnim na koje su navikli, dok za mlađe generacije izražavaju zabrinutost zbog količine vremena koje provode uz tehnologiju.
Ispitana generacija predstavlja prijelaznu generaciju između tradicionalne i nove medijske publike budući da nije usvojila sve navike nove publike. Iako usvajaju nove medije, u nekim prilikama preferiraju tradicionalne medije te posjeduju sjećanja kako je nekada bilo.
Iako rezultate ne možemo poopćavati na cijelu generaciju, rad upućuje na potrebe za daljnja istraživanja navika medijskih generacija, kao i motive korištenja medija. |
| Abstract (english) | The development of technology and media digitization brings us to the concept of media generations. The creation of media generations is influenced by several factors, such as historical events, the environment in the years of formation, but also the media that shapes the worldview at an early age, although people adapt to new media. In recent years, media generations have become an increasingly common subject of researches focused on behavior and habits in the use of media, given that the development and emergence of new media are changing the behavior of the audience.
This paper aimed to find out what new habits have been adopted by the generation considered digital, which devices they most often use for media monitoring and how their habits have changed over time. Therewithal, the goal is to find out how generations see younger and older than themselves and what they consider to be the key differences in the way they use the media.
The focus group method, in which six respondents (three male and three female) born in 1996-1999 participated, was used to determine that the internet has played the most important role in changing habits. Time spent consuming the media is greater than in childhood, and new devices (smartphones; laptops) are the basic devices for media monitoring. Nevertheless, television remains an important medium for the surveyed generation. Furthermore, speaking about the differences between the generations from the perspective of the respondents, the older generation, despite the adoption of new media, remains in favor of the traditional ones they are used to, while for the younger generations they express concern about the amount of time they spend on technology.
The surveyed generation represents a transitional generation between traditional and new media audiences as they have not adopted all the habits of the new audience. Although they adopt new media, on some occasions they prefer traditional media that are already familiar to them. Although we cannot universalize the results to the whole generation, the paper points to the need for further research into the habits of media generations, as well as the motives for using the media. |
