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.

Rethinking Kyoto Compliance from a Consumption-Based Perspective.

Environmental consequences of international trade are quite relevant for climate change policy. Apparent decoupling of GHG emission and GDP growth, observed in several European countries, is partly due to the increasing dislocation of manufacturing industries from the developed world to emerging economies. Consequently, decoupling is coupled with increasing GHG emission embodied in imported products from these nations. The article scrutinises the GHG emission embedded in Hungarian import of Chinese products. It argues that a stagnating GHG emission observed in Hungary is intertwined with hidden GHG export to China that takes place through trading of goods. Objective evaluation of compliance status with Kyoto targets would require a consumption-based accounting of GHG emissions rather than a production-based one, unless we accept facing a BIG problem at global level.