MNC: Media Non-Consumers

Manu Castilla
Basque Radio and Television EITB, Spain.
and
Fernando 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 are we able to find out who they are, but also to obtain a profile which at once contrasts with and complements the mass of media consumers in general. Having described the overall approach, it remains for us to begin to outline the scope of this study.