Exploring Cross-Media Audience Practices in Two Cases of Public Service Media in Estonia and Finland
Exploring Cross-Media Audience Practices in Two Cases of Public Service Media in Estonia and Finland

Summary/Abstract: Stemming from the concept of active audiences and from Henry Jenkins’ (2006) idea of participatory culture as the driving force behind the transformation of public service broadcasting into agencies of public service media (Bardoel, Ferrell Lowe 2007), this empirical study explores the attitude and behaviour of the audiences of two crossmedia projects, produced by the public service media of Finland (YLE) and Estonia (ERR). This empirical study aims to explore the behaviour, wants and needs of the audiences of cross-media productions and to shed some light on the conditions that support the dynamic switching of the engagement with cross-media.

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