When Two Worlds Finally Meet:  Merging the Socio-Cognitive Perspective on Uses-and-Gratifications with Domestication Resea...
The evolution of audiovisual consumption … Potential of multiple contexts, but how does that affect us?
<ul><li>Explain consumption: </li></ul><ul><li>Usually: U&G, statistical modeling of intentional media consumption = heavi...
<ul><li>Domestication theory: </li></ul><ul><li>Domain-specific and completely different background, tradition and ‘lingo’...
<ul><li>Methodology: large scale survey </li></ul><ul><li>Large quota-sample ( N  = + 1500) paper & pencil survey </li></u...
Patterns of contexts: three latent clusters Unispace,  social viewers Multispace,  social/solo viewers Multispace,  solo v...
Patterns of contexts: explanation by expected outcomes and habits Unispace,  social viewers Multispace,  social/solo viewe...
<ul><li>Methodology: etnographic follow-up </li></ul><ul><li>In depth domestic follow-up of social and spatial context ( N...
Preliminary results: a lifespan perspective? Multispace,  solo viewers Unispace,  social viewers Multispace,  social/solo ...
<ul><li>Conclusions </li></ul><ul><li>Habits matters and social/spatial contexts excercise an infuence </li></ul><ul><li>P...
<ul><li>Conclusions </li></ul><ul><li>Habits matters and social/spatial contexts excercise an infuence </li></ul><ul><li>P...
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When Two Worlds Finally Meet: Merging the Socio-Cognitive Perspective on Uses-and-Gratifications with Domestication Research

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Presentation at Transforming Audiences 3, 2011, London.

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When Two Worlds Finally Meet: Merging the Socio-Cognitive Perspective on Uses-and-Gratifications with Domestication Research

  1. 1. When Two Worlds Finally Meet: Merging the Socio-Cognitive Perspective on Uses-and-Gratifications with Domestication Research Cédric Courtois - IBBT-MICT-Ghent University
  2. 2. The evolution of audiovisual consumption … Potential of multiple contexts, but how does that affect us?
  3. 3. <ul><li>Explain consumption: </li></ul><ul><li>Usually: U&G, statistical modeling of intentional media consumption = heavily criticized </li></ul><ul><li>Most succesful models draw upon rational expectancy-value reasoning and ignore habits </li></ul><ul><li>Socio-cognitive perspective on U&G: </li></ul><ul><li>Draws upon psychological learning theory: how habits get formed </li></ul><ul><li>Gratifications re-interpreted as theoretically funded and correlated expected outcomes </li></ul><ul><li>Incorporation of the habit: a very strong explanatory factor </li></ul><ul><li>Psychological literature on habits and the role of context: </li></ul><ul><li>Context strongly affects habit manifestation: stability of stimuli is a prequisite </li></ul><ul><li>Various contexts: instability? Assumption: behavior in instable contexts is intentional </li></ul>
  4. 4. <ul><li>Domestication theory: </li></ul><ul><li>Domain-specific and completely different background, tradition and ‘lingo’ </li></ul><ul><li>Yet, various points of agreement: </li></ul><ul><ul><li>Domestication as a dynamic learning proces from multiple sources </li></ul></ul><ul><ul><li>Attribute meaning to behaviour, consolidate in daily routines </li></ul></ul><ul><li>Could both add to one another? </li></ul><ul><ul><li>Look for conceptual (dis)agreement, maintaining a pragmatic orientation </li></ul></ul><ul><ul><li>Combine strengths of the respective methodological traditions, acknowledging their limitations </li></ul></ul><ul><li>Specific case: how do audiovisual consumers differ in their contexts of use and how can we understand this? </li></ul>
  5. 5. <ul><li>Methodology: large scale survey </li></ul><ul><li>Large quota-sample ( N = + 1500) paper & pencil survey </li></ul><ul><li>Agnostic view on audiovisual consumption: relative to specific texts or objects </li></ul><ul><li>Focus on audiovisual consumption as ‘viewing moving images’ </li></ul><ul><li>Dichotomous measures of social and spatial context (where/who, past 2-3 days) </li></ul><ul><li>Measures of habit, expected outcomes and attendance (lean back and lean forward) </li></ul>
  6. 6. Patterns of contexts: three latent clusters Unispace, social viewers Multispace, social/solo viewers Multispace, solo viewers + p viewing in the living room + p viewing with partner and family + p viewing in the living room and in numerous other places + p viewing alone and with partner and family + p viewing in the bedroom, living room comes second + p viewing alone <ul><li>Two structural equation models ran for all three clusters (multi-sample SEM): one for lean back viewing, one for lean forward viewing </li></ul><ul><li>Is the attendance of the clusters mostly explained by expected outcomes (intentional; cf. U&G) or by habit strength (non-intentional) </li></ul>
  7. 7. Patterns of contexts: explanation by expected outcomes and habits Unispace, social viewers Multispace, social/solo viewers Multispace, solo viewers
  8. 8. <ul><li>Methodology: etnographic follow-up </li></ul><ul><li>In depth domestic follow-up of social and spatial context ( N = 25) </li></ul><ul><li>Typical cases ( p = 1) recruited per cluster from survey </li></ul><ul><li>Creative techniques as backbone: draw home, map (social) spaces, day in the life </li></ul><ul><li>Topics devised to gain understanding in the quantitative results </li></ul>
  9. 9. Preliminary results: a lifespan perspective? Multispace, solo viewers Unispace, social viewers Multispace, social/solo viewers Traditional view Value of family viewing Large impact on family values Living room as a stable site of sociability AV experience Stimulus generalisation Hybrid view on sociability Partial individualisation Autonomy seeking Ambivalence
  10. 10. <ul><li>Conclusions </li></ul><ul><li>Habits matters and social/spatial contexts excercise an infuence </li></ul><ul><li>Partial individualisation, to be understood in terms of one’s place in the household’s moral economy </li></ul><ul><li>Theoretical and methodological cross-pollination: </li></ul><ul><ul><li>Insights from social cognition on the habit-goal interface (incorporating the long-standing U&G tradition) + the rich and domain-specific domestication framework: understand the factors that explain audiovisual consumption (e.g. I n terms of the moral economy of the home) </li></ul></ul><ul><ul><li>Sense-making combination of statistical modeling (cluster analysis, structural equation modeling) and etnographic research (domestic interviews, creative techniques) </li></ul></ul>
  11. 11. <ul><li>Conclusions </li></ul><ul><li>Habits matters and social/spatial contexts excercise an infuence </li></ul><ul><li>Partial individualisation, to be understood in terms of one’s place in the household’s moral economy </li></ul><ul><li>Theoretical and methodological cross-pollination: </li></ul><ul><ul><li>Insights from social cognition on the habit-goal interface (incorporating the long-standing U&G tradition) + the rich and domain-specific domestication framework: understand the factors that explain audiovisual consumption (e.g. I n terms of the moral economy of the home) </li></ul></ul><ul><ul><li>Sense-making combination of statistical modeling (cluster analysis, structural equation modeling) and etnographic research (domestic interviews, creative techniques) </li></ul></ul>Thank you for listening… Any questions? cedric.courtois@ugent.be http://www.mict.be

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