Notas metodologicas para a introdução
1) Não é um estudo sobre o que leva os jovens a preferir este ou aquele meio, por esta ou aquela razão; é antes uma analise (uma extrapolação) de tendências a partir das atitudes/comportamentos tomadas face aos meios de comunicação
2) o campo de pesquisa é o presente e o futuro imediato, a partir desse comportamento (que é mensurável a partir de pesquisa industrial e académica, própria ou externa)
Levar a colecção de música para todo o lado
«With the introduction of MP3 technology the user is given unparalleled access to their music collection whilst on the move. Previous generations of personal stereos, whilst providing for portability, limited the consumer to a few choices of music due to their format, whereas machines like the Apple iPod enable users to store up to 10 000 songs. These entries can be arranged through ‘play-lists’ in any configuration the user desires. Technologies like the Apple iPod produce for their users an intoxicating mixture of music, proximity and privacy whilst on the move (Putnam, 2000; Brodsky, 2002).» BUll, 2005: 343
Características dos utilizadores de iPods
SOLIDÃO/SOLITÀRIOS «The solitary movement of people through the city each day represents a significant yet under researched aspect of contemporary urban experience. This solitariness is often imposed in the daily movement of people to and from their places of work, yet is equally often a preferable option for many as they either walk or drive to and from work (Bull, 2000; Putnam, 2000; Brodsky 2002). Yet this desire for solitude is often joined to a need for social proximity and contact in daily life (Katz & Aakhus, 2002; Bauman, 2003). For many this solitude is an accompanied solitude in which people walk to the personalised sounds of their personal stereos and MP3 players» (Bull, 2005: 343)
«iPod use, for example, appears to blur the distinction between work and leisure, between the ‘non-spaces’ of urban culture and the meaningful spaces associated with any individual’s personal narrative. If users live within their chosen musical soundtrack then I argue that they attempt to reclaim the significance of their experience of time precisely in those areas of daily life that have previously been perceived to be of little significance in the literature on time, identity and experience: the daily movement of users through the city» (bull 347)
BULL, Michael (2005, No Dead Air! The iPod and the Culture of Mobile Listening. Leisure Studies, Outubro, Vol 24, Nº 4, 343-355
Rogers e a teoria da difusão das inovações
«Everett M. Rogers in his 1962 book, Diffusion of Innovations, theorized that innovations would spread through society in an S curve, as the early adopters select the technology first, followed by the majority, until a technology or innovation is common.
The speed of technology adoption is determined by two characteristics p, which is the speed at which adoption takes off, and q, the speed at which later growth occurs. A cheaper technology might have a higher p, for example, taking off more quickly, while a technology that has network effects (like a fax machine, where the value of the item increases as others get it) may have a higher q.» (wikipedia)
Early Adopters
They are younger than the average farmer, but not necessarily younger than the innovators. They also have a higher average education, and participate more in the formal activities of the community through such organizations as churches, the PTA, and farm organizations. They participate more than the average in agricultural cooperatives and in government agency programs in the community (such as Extension Service or Soil Conservation). In fact, there is some evidence that this group furnishes a disproportionate amount of the formal leadership (elected officers) in the community. The early adopters are also respected as good sources of new farm information by their neighbors. (The Technology Adoption Lifecycle The technology adoption lifecycle was originally developed in 1957 at Iowa State College. Its purpose was to track the purchase patterns of hybrid seed corn by farmers. Approximately six years later Everett Rogers broadened the use of this model in his book, Diffusion of Innovations.
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Ver a audiência como activa e não passiva
«By the 1960s and 1970s, researchers began to view the audience as "active" participants in the communication process, as opposed to
"passive." McQuail (1972) and his colleagues designed a "typology of media-person interactions" which stated audiences seek out media and content for: 1) "diversion" as a means of "emotional release" or to "escape from routine or problems;" 2) "personal relationships," which offer "companionship" and "social utility;" 3) "personal identity," which provides for "self reference, reality exploration, and value
reinforcement;" and 4) "surveillance" as a means of seeking information (McQuail, 1972, p. 388)» (Free, 2005)
(CONC) As tecnologias não se anulam umas às outras
A rádio acaba?
Os desafios que se colocam:
«Not all old technologies are discarded, but rather their existence and function in society have been reinvented. Thus, radio did not cause the extinction of newspapers as predicted in the early years of radio. Television did not obliterate radio as surmised, nor has e-mail made the United States Postal Service obsolete. The utility of radio, television, newspapers, and the Internet has been altered as consumers or audience members seek out the latest and most technologically superior products, therefore, forcing the producers of content and structure in an outdated medium to scramble to find a utilitarian justification for that medium» (Free, 2005).
FREE, David A., (2005), New RadioA Turn-on for Young Adults And a Turn-off for AM and FM, AEJMC Conference Papers, Agosto 2005
FREE, David A., (2005), New Radio—A Turn-on for Young Adults And a Turn-off for AM and FM, AEJMC Conference Papers, Agosto 2005
Mais da relação entre jovens e rádio
«An Arbitron/Edison Media Research study that included ages 12 and older found that 22% of those Americans owned an MP3 player in 2006 (Rose & Lenski, 2006). The study further noted that, between 2005 and 2006, growth of ownership of the technology was especially high among 12-17 -year-olds. Affinity for the iPod, in paricular, was also noteworthy, with 45% of all respondents indicating that they '''love' using the device" (Rose & Lenski, 2006, p. 8) (...). In comparison, less than a quarter (21%) of respondents said they loved "local AM/FM radio" (p. 8).» (Ferguson, 2007: 104)
Um estudo de David Alan Free mostra «Most (94%) of the respondents listened to AM and FM radio, which was
labeled traditional radio; only 7 percent listened to new radio, which included satellite, Internet, and cable radio. Males (8%) were
slightly more likely than females (6%) to listen to new radio» (Free, 2006)
O que é que os iPods permitem (power, control and self-sufficiency )
«A qualitative study by Bull (2005) specifically examined iPod use. Much of Bull's findings paralleled those of prior Walkman research. First, Bull observed that power, control and self-sufficiency were key factors of users regarding control over the time and the space in which they listened to music on the iPod. The second observation the device offered a higher level of options and flexibility compared with earliear personal stereo devices. Third, Bull found that listening was individualized and provided privatized content. Finally, use of the iPod was an intentional action with perceived benefits such as "mood maintenance" (p. 349)» (Ferguson, 2007: 108)
«O novo media vai tomar o lugar do velho media?» (resposta)
A resposta a esta pergunta só se fará dentro de muitos anos, quando houver elementos estatisticos que suplantem a abordagem empírica e subjectiva.
Até agora os estudos feitos são muito recentes, mas mostram (como sugere Ferguson, 2007: 105) que à medida que a internet vai ganhando espaço na vida de cada um de nós, vai diminuindo o consumo de meios classicos; Os mesmo autor mostra como os primeiros estudos , feitos no final da decada de 90 e inciio de 2000, eram pouco 'prejudiciais' para os meios classicos
Nesta fase há ainda muita especulação e sobretudo elementos erroneos, não testados pelo passar do tempo
«Regarding online versus traditional media use, Lin (2001) suggested that media substitution is more likely to occur when one medium is perceived as offering certain benefits over existing media. This notion is especially evident in the inherent characteristics of MP3 devices. Owners can listen when they want, where they want, and to the content they want. In his study of iPods and radio, Berry (2006) concluded that this technology might not signal the demise of "the radio star" but that a "retuning" may be in order for broadcasters (p. 158). At the very least, new technologies are challenging radio (Albarran et aI., 2006)» (Ferguson, 2007: 117-118)
«O novo media vai tomar o lugar do velho media?»
(Uma das questões essenciais a analisar)
FERGUSON, Douglas A., GREER, CLark F., REARDON, Michael E. (2007), Uses and Gratifications of MP3 Players by College Students: Are iPods More Popular than Radio?, Journal of Radio Studies, 2007, Vol. 14, No. 2, Pages 102-121
O desejo de controlar os conteúdos
«Desire for on-demand content IS evident in the increasing level of audience activity. In February 2006, just five years after the introduction of the audio iPod, Apple announced that the one-billionth song had been downloaded from its iTunes store ("iTunes music store," 2006).» (Ferguson et al, 2007: 103)
A rádio: resta o carro e a informação
«In terms of uses, this research clearly shows the MP3 technology to be the preferred listening format and traditional radio to be only useful in specific situations (primarily in the car) and only preferred as a source of news and information» (ALbarran, 2007: 99).
Definir o termo 'streaming'?
«In this study, we use the term "streaming" to represent listening to music through a live stream on the Internet as well as to represent Internet or online-only radio stations. Therefore, the term streaming covers listening to music via the Internet regardless of the source.» (Albarran, 2007 100)
A relação dos jovens (18-24) e a rádio
«As for listening to AM/FM radio, 50.2% of the sample reported they never listen to terrestrial radio; 26% reported they listen less than an hour a day; 8.6% indicated they listen to radio 1-2 hours a day, and less than 1% (.9) reported listening more than 2 hours a day. Respondents were also asked to rate AM/FM, MP3, streaming or Internet-only radio anda satellite radio in their ability to provide them with entertainment using a five point scale (1 = very poor; 5 = very good). Respondents rated the MP3 the highest with a mean of 3.95, followed by satellite radio (2.95), streaming via the Internet (2.86) and AM/FM last (2.67)» (ALbarran, 2007: 97)
«Respondents were asked to identify which of the four technologies they would keep for their music listening if they could only choose one. The sample again showed a strong preference for the MP3 compared to other technologies. Approximately 68.4°% indicated they would keep their MP3; 21.4% of the respondents indicated they would keep AM/FM; only 4% streaming media, and 5.6% would keep satellite radio» (98)
with nearly 50% of the sample indicating they never listen to rad io, this is extremely problematic for an industry that has a long history of cultivating young listeners. The focus groups revealed a number of negative perceptions about radio that are reflected among society: too many commercial interruptions, tooliute variety in music, and too much industry consolidation so that all stations sound the same. (...)rythjng but news, it will have major implications for the medium in terms of pro:ramming, its abil ity to attract advertising, and its long-term future. Radio is still perceived as a good second choice to the MP3, but as these audiences age will they still perceive radio as serving only these limited needs?» (99)
ATENÇÂO Ao factor moda; que pode enviesar os resultados actuais; daqui a alguns anos esta tecnologia não será tão presente e necessaria?
Jovens utilizadores de mp3 não querem rádio
«Early adopters of MP3 technology have been shown to be the reatest threat facing radio (Bachman, 2005). Eighty-five percent of a sample in ñe tudy would choose an MP3 player over traditional radio as their preferred listening )ourcFifty percent listened to Internet radio and spent more time with this format than they were six month ago. Fifty-four percent claimed there is no radio station in heir area that played music they wished to hear ("How to make music more," 2005).(...) , Book and Grady (2005) found that adoption of alternate med i a forms by rad i 0 listeners occu rred mostly among those who ere highly dissatisfied with traditional terrestrial radio programm ing. Once theses I iseners adopted new media forms, they reduced their radio listening time by 61 %.» (Albarran, 2007: 95)
«A comparison of radio use between owners and non-owners of iPods yielded a significant difference, suggesting that iPod use substitutes for time spent listing to the radio (...). Radio use for respondents without iPods was about two and a half hours, (...) but radio use for iPod owners was over an hour less» (FErguson, 2007: 114)