Speakers:
Tereza Pavlíčková, Charles University in Prague, Czech Republic
Dali Osepashvili, I. Javakhishvili Tbilisi State University, Georgia
Alexandra Craciun, University of Bucharest, Romania
Michala Škrábová, Metropolitan University, Prague, Czech Republic
Jakub Macek, Masaryk University, Czech Republic
"Post-party day" (as chair of this discussion panel called it) brought also topic of audiences. At the beginning, Tereza Pavlíčková talked about authorship - she claimed, that "author is reader's construct, which is socially, culturally and historically determined. This imaginated author contributes to decision whether is the text trustworthy." Her empirical research showed that people trust anonymous authors when they proved they have good opinions (which of course correspond with reader's point of view). "Trust is linked to what we like, trustworthy values are socially and culturally determinated."
Dali Osepashvili introduced her research about online news in Georgia. Traditional media in Georgia are more trusted than online news, but at the same time are read less. Their advantages are more reliable sources of informations, diversity and balance.
Empowered comsumers play big role nowadays. Alexandra Craciun showed on the exmaple of GAP logo how consumers can change so important thing for one company only by expressing their opinions. "Should companies really concentrate on consumer's opinions? Yes, it's probably way to go, but at the same time it will be very challenging."¨
Michala Škrábová stated the question of differences between real and Internet life. She compared this environment in Czech Republic and Italy (she chose so different countries deliberately as she pointed out). "There are differences between our normal and online behavior. Disinbition effect is very strong here - on the Internet, we don't have to behave according to norms so strictly," concluded Škrábová.
Jakub Macek at the beginning of his speech brought to attention that audience will have to trust him: "It's because I will be presenting qualitative research." Home based on traditional media like television, newspapers and radio is very complicated. New media and techologies makes it easier. "Something happened in our households lately. Television isn't the centre of our home anymore." Macek made many research with his students and found out, that important thing in this field is to investigate technology in complex of media experience of user in connection with his family and his everyday life. "We also created the term "media ansemble", which describes complex of media technologies, new and old, that put together construct structure which is big part of our everyday life." His preliminar conclusions were that television doesn't disappear, but changes it's role. People also experience texts on various interfaces. People decide by themselves what media to consume, and also how.
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