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Looking at Media Abundance: Toward a Framework for Comparative Audience Analysis

In preparing this working paper, the author has assumed that a paramount aim of the Symposium is to develop a framework (conceptual/methodological/technical) to guide comparative analysis, across space and time, of routinely collected but, from a social science point of view, as yet little exploited series of research data, in order to test and clarify propositions about audience reactions to conditions of 'media abundance'. The task is formidable and what follows is highly incomplete, providing only a preliminary discussion of some of the elements that might eventually merit inclusion in such a framework. The paper approaches its subject from three angles, the distinctions between which are not always strictly observed! Part I airs some general issues of conceptualisation. Part II discusses some insights to be gained from consultation of data about audience uses of particular media separately chiefly though not only television. Part III strives to bring some of the threads together.