Patterns of Media Consumption: the Symbolic Role of Free Will

Our findings suggest that Spanish audiovisual audiences can be segmented into five types: 1) television fans, 2) occasional moviegoers, 3) light moviegoers, 4) movie fans, and 5) audiovisual fans. When the five patterns of media use are placed on a social structure scale, they appear in the order listed above, from low-scale to upscale audiences. An analysis of the symbolic role of media consumption suggests that the distinction effect (associated with purist movie fans) is working simultaneously with the omnivorous effect (associated with the highest upscale audiences), although the latter has not replaced the former.


Jordi Lopez and Ercilia Garcia (2005) ,"Patterns of Media Consumption: the Symbolic Role of Free Will", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 70-71.


Jordi Lopez, Universitat Autonoma de Barcelona
Ercilia Garcia, Universitat Rovira i Virgili of Tarragona


E - European Advances in Consumer Research Volume 7 | 2005

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