Divácke správanie žien na materskej dovolenke
Viewing patterns of women on maternity leave

Summary/Abstract: The little explored area of mother as a consumer of media has motivated us to explore the specific characteristics of this particular media audience. We map the research field both abroad and in Slovakia and we focus our attention on the content, the ways of watching TV, and we answer the question to what extent mothers on maternity leave are active while watching TV. Significant attention is also devoted to the changes in the viewer behaviour after childbirth. These results that emerged from the questionnaire were complimented by qualitative research in the form of a focus group which explored the causes of the previously identified results. Emphasis was on the perception of television, its experiencing and the attitudes towards it.

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