Due to the changes caused by online communication and social media, the media audience is often described as an active one. Janne Matikainen and Mikko Villi study the Finnish media audience’s attitudes toward participation, content generation and distribution in the online environment.

The focus of this article is on the attitudes of the audience. How does the audience value its own role as active participants? The research shows that on the attitudinal level the audience regards itself mostly as a traditional media audience.

The article is published in Media & viestintä 3/2015 (Media & communication 3/2015).

Read the article here (in Finnish) and the abstract here (in English).

Original picture 3D Tin Can Phones by Chris Potter, Licence CC BY 2.0