TRANSFORMING AUDIENCES

TRANSFORMING AUDIENCES is an enquiry into Patterns of Individualization in Television Viewing. Central to the enquiry being performed, is the linkage between television, as technological and cultural form, and television viewing behaviour as a social everyday practice. How does a raised abundance of specialized choice structures transform television viewing as a habitual, social and referential act? People Meter data 1999 to 2008 is employed to map out detailed viewing behaviours of a large panel of Swedish households on a minute-to-minute basis. This type of data is today of world-wide use as a currency on the television market for trade in advertising space. The methodological strategy is being developed, to refine and induce increased social and cultural meaning to these data. This will achieve a more nuance delineation of individual level viewing behaviours. This brings to blossom a world wher