Medieproducenter och mediekonsumenter i otakt?

Sammanfattning: The main goals of this study are to identify and describe the psychological and sociological factors present in a media communication process, that influence the behaviour of consumers, advertisers and media organizations. The study focuses on the expectations and predictions of the future of media, in particular of printed local newspapers.The effects of attitudes of media organization members on organizational climate, on changes and innovations, and on the view on the future of media were investigatied. The study has also attempted to compare the innovativity of consumers, advertisers and media organizations as well as their appraisal of the media and their predictions on the future of the media.The study consists of three parts, each focusing on a specific aspect:media consumtion by the publicinvestment decisions by advertisersdecisions within media organisations concerning what media channel to be preferred.The results of the investigation of the media consumtion by the public show that different work arrangements appear to contribute to development of different patterns of media use. It has been possible to observe some differences in the ways media is consumed depending on work situation, i.e., flexible or stable patterns of work. However, the consumers were of the opinion that their own use of printed newspapers has been relatively stable during the past five years, and that it would not change noticeably in the near future.The results of the investigation of advertising companies show that the local newspapers are the most commonly used advertising media . However, newspapers are very sensitive to changes in the advertising market. Advertising in the daily press has been relatively unstable during the past years. Furthermore, it is still not clear in what direction newspaper advertising is developing. Some of the advertising companies stated that their advertising investments in the daily newspapers have not changed noticeably during past years, while other companies have decreased or increased their newspaper advertising. The advertisers consider the daily press to have a stable position among th public and they believe that the reading of newspapers will not change significantly in the near future.The representatives of the media organizations consider themselves to be more innovative than their public. Leaders of media organizations appear to be more innovative than other staff. It is noteworthy that the representatives of the media organizations had the most pessimistic view on the position of newspapers in the future media market of all three groups studied.This study was carried out at the Royal Institute of Technology (KTH) in Stockholm, Sweden in cooperation with Mid Sweden University and has been part of the national print research program T2F. The material for the study was collected in cooperation with the research project « News 2020» (Nyheter 2020) within the multidisciplinary research network Media World 2020.