New Ways to Measure Media Use amidst Media Abundance

Peter Neijens and Edith Smit

One of the effects of media abundance in our information society is the diminishing attention for media content.

New Ways to Measure Media Use Amidst Media Abundance

Edith Smit Peter Neijens University of Amsterdam, Netherlands

INTRODUCTION

The media landscape has undergone major changes. In particular, there has been an enormous increase in what is on offer. To keep one's head above water in this information avalanche (Van Cuilenburg, 1996), media consumers select vigorously and give only superficial attention to much that is on offer (Franzen, 1992). Van Cuilenburg (1998) notes:

'We listen with only half an ear. Television is increasingly a moving wallpaper, only looked at with half an eye, while only the newspaper headlines are...

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