Mediterranean model of mass media means reception, Greek example

Tomasz Fraszczyk

English version of the article

Theoretical assumptions of the Mediterranean media model according to Hallin and Mancini were verified based on the media market situation in Greece. In order to do this, used was research on Greek media recipient (TV particularly) preferences and behaviour, carried out by the state Audiovisual Media Institute in 2007, entitled National research of mass media reception in Greece 2007. In the first part of the article the research results are presented, generally characterizing Greeks as consumers of media content. The second part focuses on an analysis of Greek viewer’s attitudes toward various news broadcasts, transmitted by different stations. The third part of the article discusses the growing influence of modern data transmission technologies (the Internet, mobile technology) on the functioning and reception of traditional media. Additionally, the paper mentions “new media” issues, not encompassed in the model.

KEYWORDS

Greece, media, media system, press, television, audience