Sammendrag
This project’s main objective is to develop knowledge about the ways new digital, interactive ICTs are used by consumers in everyday life. In cooperation with Telenor, NRK and Norsk Tipping (three leading actors on this scene) SIFO and SNF seek to develop knowledge about how consumers will relate to the new media, with a special emphasis on adventure-oriented media content as there are strong reasons to believe that such content will be an important ‘motor’ in the further development of digital, interactive ICTs. The project rests on four analytical assumption: (i) users are active and critical; (ii) user assessments of media content are influenced by the social context the media consumption takes place within; (iii) the home is the most important media context and needs to be included in analyses of media content preferences; and (iv) as elements in homes ICTs are surrounded by moral evaluations. On this analytical ground the project seeks – by way of qualitative methods – to develop understanding of how future ICTs will be domesticated and hence used by people in everyday life. Research related to consumer attitudes towards technology not yet introduced on the marketplace is methodologically very challenging. In order to collect relevant data from a near “real “ setting, the project will have to make use of combinations of “living laboratory”, real household settings and pilots.
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Vitenskapelig sammendrag
This project’s main objective is to develop knowledge about the ways new digital, interactive ICTs are used by consumers in everyday life. In cooperation with Telenor, NRK and Norsk Tipping (three leading actors on this scene) SIFO and SNF seek to develop knowledge about how consumers will relate to the new media, with a special emphasis on adventure-oriented media content as there are strong reasons to believe that such content will be an important ‘motor’ in the further development of digital, interactive ICTs. The project rests on four analytical assumption: (i) users are active and critical; (ii) user assessments of media content are influenced by the social context the media consumption takes place within; (iii) the home is the most important media context and needs to be included in analyses of media content preferences; and (iv) as elements in homes ICTs are surrounded by moral evaluations. On this analytical ground the project seeks – by way of qualitative methods – to develop understanding of how future ICTs will be domesticated and hence used by people in everyday life. Research related to consumer attitudes towards technology not yet introduced on the marketplace is methodologically very challenging. In order to collect relevant data from a near “real “ setting, the project will have to make use of combinations of “living laboratory”, real household settings and pilots.
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