Reception of Moving Images in Converging Media Environments: Anticipated and Usage Modes

In the course of technical media convergence and growing crossmedia distribution of moving images content the boundaries are blurring between as yet clearly distinguishable media and communication services. It may happen that the very same content is distributed and consumed via different devices, screens of various sizes and qualities and in diverse usage contexts. From a media and communication studies’ perspective the question arises whether the diverse perception alignments really make a relevant difference and thereby gain specific significance. Technical attributes of distribution systems tend to become less important due to networks and devices being multifunctional, therefore offer- and usage-oriented criteria are necessary in order to classify various forms of moving image communication.

Against this background the Institute on behalf of the Media Authority Hamburg Schleswig-Holstein (MA HSH) and in cooperation with Prof. Dr. Knut Hickethier develops an expert report with the following objectives: first there will be conceptual reflections from a media an communication studies’ perspective on the question which forms of moving images reception can be distinguished today respectively in foreseeable media environments. Secondly a concept will be developed for an empirical study, which systematically examines the relevance of the various forms of the reception of moving images. In this respect the project is a preliminary study aiming at a bigger scheme; whether such an empirical study should be executed will discussed on the basis of this preliminary study’s results.