Through the kaleidoscope: media consumption patterns in the participatory cross-media era

The paper aims to identify actual media audiences of different mass- and non-mass media types through identifying those audience clusters consuming not different but differentiable media mixes. A major concern of the study is to highlight the transformation of mass media audiences when technology, digitalization and participation behaviors are able to reshape traditional audience forms and media diets, which may directly affect the traditional media value chain and in turn the thinking and decision making of media managers. Through such a kaleidoscope the authors examined media use and consumption patterns using an online self-reported questionnaire. They developed different media consumer clusters as well as media consumption mixes. Based on the results of the study the authors can state that internet use is today’s main base of media consumption, and as such it is becoming the real mass media, replacing television. However this “new” media has a completely different structure, being more fragmented with smaller audience reach. At the same time, television is keeping its audience. However, there are emerging segments self-reporting non- or light television viewing. This is how the question of the viewer-television relation among different television viewer clusters evolves. At the same time only gaming exhibited demographic differentiation of audiences based on gender.

The European Patterns of "Homo Academicus“ and The Chances of Its Evolution In Current Hungarian Higher Education

In the recent four or five years, there have been abrupt and radical changes in the governance of Hungarian higher education. It can then be interesting to assess the state of “homo academicus“ as it looks currently in Hungary. The notion of “homo academicus“ is obvious: it concerns participants in the system of a country’s higher education. The paper as follows still comes back to the definition of “homo academicus“ by referring first to it as occupation, or rather as a profession that can be interpreted in terms of sociology. Secondly, some historic patterns can also be mobilised, based on the assumption that university is a very European institutions that is even rooted in the tradition of the Middle Ages. The elbow-room of seeking for identity and the role to be filled by academics are limited by the effective system of the governance of higher education. It is a key to the chances of academics of meeting the historically corroborated professional standards that they exercise academic freedom. As it cannot be done individually, but in cooperation (through a collegial system), academic freedom is always combined with collective action. The field where this freedom can be exercised can be specified through university autonomy, the lack of which makes a serious barrier to the full development of a character of “homo academicus“. This is now the case in Hungary, the paper suggests. The paper seeks to gain deeper understanding of the character of academics, their vocation and professional roles, and the governance of higher education, serving as the environment for academic activity, by creating a conceptual framework. The paper is established on the results of sociological research and the experience of legal management, although it remains to be of theoretical nature. It criticises the current Hungarian situation of the governance of higher education, arguing for the reconstruction of university autonomy and financial stability. It also emphasises the importance of predictable regulations.