As societies in all parts of the world witness global and local cultures merge in complex processes of mediation and technological innovation the news media consumption change in peoples' everyday life. In this study we want to explore how the 'package of news media' people chose compare across the cultures in Europe.
The central question in our study is: What are people’s verbalized reasons for regularly or irregularly using a particular set of news media, and how do they make sense of what these news media have to offer in the realms of consumption, politics, and culture?
Our approach is strongly related to a user perspective, and thus involves a clear goal to investigate peoples' everyday routines and the way news media are used in these. With this in mind we see both survey method and qualitative interviews as limited, and consequently seek a combination.
The research method used is an integration of the approaches, as is facilitated in Q methodology, where data material potentially is equal sized quantitative and qualitative. Our study thus offers as a complementary perspective to both news consumption research based on behavioral data, as well as to research relying on people’s responses to questionnaire-based surveys.