Špecifikacia publík "SINGELS" a spolužijúcich partnerov

Mgr. Katarína Richterová

Master's thesis

This thesis focuses on the audience of "singles" andcouples living together

Abstract:

Cieom práce Špecifiká publika ,singles a spolužijúcich partnerov je charakterizova publikum singles, teda jednolenných domácností, popísa jeho konzum mediálnych obsahov a odlišností od publika spolužijúcich partnerov. Na to, aby sme mohli vytvori aspo iastonú typológiu tohto rozptýleného, individualizovaného publika, sme museli siahnu po troch typoch výskumov. Na prvé, základné vymedzenie singles a partnerského publika sme použili reprezentatívne peoplemetrové dáta. Pre detailnejší obraz a stereotypizáciu týchto publík sme alej skúmali singles a spolužijúcich partnerov prostredníctvom kvantitatívneho dotazníka (s nereprezentatívnou vzorkou). A napokon zistenia z takejto typológie sme podporili aj kvalitatívnymi údajmi, resp. výpoveami 6 respondentov z daných dvoch cieových publík. Kvantitatívny výskum peoplemetrov nám poskytol primárny a vemi zaujímavý obraz o televíznom konzume publík singles a spolužijúcich partnerov. Potvrdil sa náš predpoklad o rozdielnej miere konzumu televíznych obsahov v jedno a dvojlenných domácnostiach a výskum naznail, že publikum jednolennej domácnosti (vo veku 25-40) je silnejším konzumentom televíznych obsahov v porovnaní s partnerským publikom (25-40). Práca okrem vyššie uvedeného zistenia analyzuje aj inklináciu singles a spolužijúcich partnerov k špecifickým žánrom, spôsob mediálneho výberu a jeho ovplyvovanie v dvojlenných domácnostiach. Bližšie sa pozerá aj na kompenzáciu emocionálnych zážitkov médiami v jednolenných a dvojlenných domácnostiach a mnohé iné aspekty konzumu médií singles a spolužijúcimi partnermi.

Abstract:

This thesis focuses on the audience of singles and couples living together. It strives to characterise these audiences, list any differences among them, specify ways of consuming media contents and name effects this consumption might have on the two types of audiences. To achieve this we have used three types of research methods. At first, with a qualitative research bases on the peoplemeters findings, we have outlined the two types of audiences, the amount of their TV consumption and their preferred TV genres. Further on, we offer the reader a more detailed analysis of the two audiences, basing it on a quantitative research, based on a survey done on 60 respondents (here we certainly are aware of the fact that this research is not representative, but rather can serve as a guideline, or mark areas of interest for any further research with a representative sample). The last part of this thesis dwells even further into the area of specifying the single and couples audiences. Through a qualitative research realized through in-depth interviews with 6 respondents we supported the so far acquired data and on top of that received even more specific information about the two types of audiences. Our findings support our presumptions that the singles audience is a strong TV viewer, in comparison to the audience of couples living together, as well as to the other audiences (meaning all other types of home settings, with the exception of single and couples households). The thesis apart from the above mentioned looks at genre preferences by singles and co-habiting couples, popularity of single programs with singles and co-habiting couples, as well as at the way media are consumed, the roles they fulfill and the effects they have in single and two member households.

Keywords

"singles", spolužijúci partneri, publikum, kvalitatívna, kvantitatívna anlýza

Language used: Czech

Date on which the thesis was submitted / produced: 20. 6. 2006

Thesis defence

• Date of defence: 20. 6. 2006

Masaryk University

Faculty of Social Studies

Master programme / field:
Media and Communication Studies / Media Studies and Journalism