Band 34, Heft 1

In an increasingly fragmented media environment, some issues stand out and generate huge publicity for a limited period of time. Using Scannell's categories, event and happening, the article analyses two cases – the 1994 Olympic Winter Games and the death of Princess Diana. It is argued that they, in order to account for audience involvement and the complexity of meanings, should be analyzed in relation to the discourses and narrative developments across different media that embed the main, televised, moments. It is also argued that today's proliferation of media channels and the presence of new media can contribute to increasing attention and involvement of the audience. Ceremonial media events that previously dominated have moved in two directions: integrative, entertainment oriented events organized by the media and disaster events.

In this article, the author deals with the relationship between the supposed socio-integrative role of media events, as defined by Dayan and Katz, and the processes of European integration and identity building. He focuses specifically on the Eurovision Song Contest and the way it has been historically promoted as a tool for raising European consciousness, as well as on the difficulties with maintaining this role in the context of the growing number of participating countries. These issues are further explored through an empirical analysis of the 2007 Eurovision Song Contest in the Czech Republic, which was a debuting country that year. This case study shows that the event was largely unsuccessful and met both with a lack of audience interest as well as with media criticism and even disdain. It also demonstrates how, in light of the Czech musical representative's failure in the ESC, the Czech media scene adopted a nationalist-defensive stance and created an image of a moral victory over decadent Europe.

Interface agents are increasingly being used to enhance the user-friendliness of computers. In the new mobile technology of handheld computers, interface agents are also being used to present on-line news. The purpose of the study was to explore how the gender of the interface agent and the user affect evaluations of the agent and the news service. The results revealed that attitudes toward the interface agent significantly correlated with evaluations of the entire news service. Moreover, the gender of the participant and of the agent was significant for an evaluation of the credibility and entertainment value of the news service.

Journalists differ in the degree to which they have adopted the Internet professionally. While earlier studies were predominantly descriptive, this study explains why journalists differ in the amount (time spent on the Internet) and nature (diversity of Internet applications) of their use of the Internet. Based on a random sample of members of the Dutch Association of Journalists, results indicate that the digital divide in terms of demographic characteristics is absent. The perceived functionality of the Internet as a professional tool is the most important explanatory factor for the use of the Internet. Surprisingly, professional attitudes towards journalistic quality are not reflected in journalists' use of the Internet.

Individuals' sexual attitudes and their level of erotophobia/erotophilia was related to their recall of sexual and non-sexual television adverts embedded within programs, with and without sexual content. Eighty-eight participants aged between 18–26 were placed in one of four conditions and shown ‘Sex and the city’ (sexual program) or ‘Friends’ (non-sexual program) with embedded sexual or non-sexual advertisements. There was a main effect of program type and advertisement type. Advertisement recall was hindered in the sexual program compared to the non-sexual program and sexual advertisements were recalled more than non-sexual advertisements. Those with liberal sexual attitudes and erotophiles showed lower recall of sexual advertisements. Limitations of the study are considered.

Flanders will complete the migration from analog to digital terrestrial television by the end of 2008. Despite the cable dominated television landscape, the Flemish government is aiming at a smooth transition from analog to digital terrestrial television. Therefore, a multi-methodical study (quantitative survey and qualitative focus group interviews) has been set up by order of the Flemish government to understand the specific features and needs of analog antenna viewers and their expectations for the analog switch-off. The study shows that there are three distinctive types of analog antenna viewers. The results demonstrate that the antenna viewers are rather badly informed about the upcoming analog switch-off, which may lead to a negative attitude and may impede a smooth transition. Finally, antenna viewers seem to be rather conservative viewers: they wish to keep on watching the same television programs from the same channels. Moreover, digital terrestrial television is their preferred alternative.