MNC: Media Non-Consumers

In complete contrast to those media surveys which focus on media consumers, this paper aims to reveal the other side of the coin, by taking a closer look at MNCs (media non-consumers).

MNC: Media Non-Consumers

Manu Castilla Basque Radio and Television EITB, Spain. andFernando Lacabe Centre of Social Research and Studies, CIES, Spain.

INTRODUCTION

The purpose of this study is to carry out an analysis of the group that we have designated as MNC or media non-consumers, that is, people who live outside the scope of the communication media. Our interest in this group stems precisely from the fact that they are outsiders, neglected by the great media market and, as a result, by most media research. By isolating and following up this group not only...

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