Band 31, Heft 2

This article aims to contribute to the discussion on the Europeanization of public spheres. It is the starting point for an investigation into the role of the media in transnational debate in Germany. The study aims to determine whether the media function as either a motor of or an obstacle to Europeanization of national public debate, compared to other actors. Drawing on empirical data from the project ‘The transformation of political mobilisation and communication in European public spheres’ (Europub.com), we analyze the communications through which political actors, civil society actors, and the media in Germany make public demands on European issues. Sources on which this investigation was built were the news and editorial section of two national quality newspapers (center-left, center-right), one tabloid and one regional newspaper in the period between 2000 and 2002. The findings show that the demands made by the media are generally more European in scope than those made by other political actors. Regarding the evaluation of EU integration and the frames that are advocated, the German press and the political elite are rather convergent.

It is argued that since its institutionalization in the 1970s, Uses and Gratifications research has been heavily influenced by applied economic theories about Expectancy Value and Subjective Expected Utility. Underlying these theories are assumptions about the acting individual having full mastery of situations. This idea is contrasted with the way in which action theory portrays action. Here, mastery of situations is not assumed at forehand, but depends on the situation and is something that has to be achieved. Action theories further emphasize the influence of others. Applying these ideas to the study of media use means that more attention has to be paid to processes of gaining mastery, to situational influences, and to the influence of others. It is argued that discrete-time event history analysis may be a valuable tool to accomplish this. This may contribute to the study of several important questions in communication research, regarding audience flow and audience selectivity, and the social uses of media use.

This study examined the recall of car and food advertisements within either a car or food television program to investigate the relationship between recall, program content, and viewer involvement. The participants, 92 (52 male, 40 female) sixth-form (high school) students, aged between 16–17 years, were randomly assigned to one of four conditions. As predicted, advertisements placed within a program of dissimilar content were recalled significantly better than if placed within a program of similar content. A gender bias in recall was found with females recalling female-orientated products significantly better than males. Viewer-involvement ratings factored onto three factor clusters: enjoyable, cheerful, and humorous. Negative correlations were shown between cheerfulness and recall in the car program, and positive correlations were shown between cheerfulness and recall in the food program. Finally, implications of the results were considered.

This article tackles the media experience of ten Swedish women living in Greece. It focuses on the relation between their media experience and culture. This is examined by looking specifically at their use of Greek media during their first years in Greece as a way of learning a new culture, how they use Swedish media to maintain a link with Swedish culture and society, their concerns about children's media use, and how they view the importance of media in introducing the Swedish culture and language to their children. Finally, the presence of culture in these women's media experience is also seen in how they perceive Greek media output, which is discussed in terms of violent contents, sensational news, public service versus commercial channels, and the representation of women.

When it comes to the development of communication networks and the global information society, UNESCO is torn between its will to defend the free flow of thoughts, the pluralism of cultures, and the need for regulation of exchanges, if it wants to defend development in the most deprived countries. Behind rhetorical conflicts which mask diplomatic stakes, it seems that the organization seeks today to trace an original, but problematic, path regarding communication policies.

Nowadays, many Internet awards are given to Web sites for best design, most interactive Web site, etc. This is also the case for online journalism, which has developed its own awards over the past few years. Based on existing research and theory on multimedia, interactivity, and hypertext, this study compared American and European news sites nominated for selected awards by means of a predominantly exploratory and descriptive qualitative content analysis (16 criteria) to see whether there are any striking differences in approach and composition. In addition, it aimed to retrieve possible differences between the ultimate ‘winners’ and ‘losers’. The results showed that the differences between European and American sites can largely be contributed to two factors, namely the presence or absence of photo galleries on the one hand and mobile services on the other. The nominees for the American awards more frequently offered multimedia – especially (enhanced) photo galleries – and PDA versions. SMS services were found more frequently on the European news sites. The best sites scored on 15 out of our 16 criteria; the top 12 contained 8 sites from the U.S.

Nihoul, P. and Rodford, P. (2004). EU electronic communications law. Competition and regulation in the European telecommunications market. New York: Oxford University Press. ISBN 0-19-926340-X (802 pp.) (Eric Van Heesvelde) Von Feilitzen, C. (Ed.). (2004). Young people, soap operas and reality TV. Yearbook 2004. Göteborg University: Nordicom. ISBN 91-89471-28-8 (255 pp.) (Jelle Mast) Kelly-Holmes, H. (2005). Advertising as multilingual communication. New York: Palgrave MacMillan. ISBN 1-4039-1725-6 (hardcover) (206 pp.) (Jos Hornikx) Born, G. (2004). Uncertain vision. Birt, Dyke and the reinvention of the BBC. London: Secker and Warburg/Random House. ISBN: 0436205629 (564 pp.) (Leen d'Haenens)