Viewer Evaluations of Diversity in Streaming Media

• In Event: Research Symposium: Session II - Senior Scholar Panel

Abstract

This research addresses the research question “How do viewers evaluate diversity in streaming media?” The study enhances our understanding of diversity in streaming media by going beyond analyses of content, media industries, or media effects to learn more about what “diversity” means to viewers. This research is based on interviews with young adult streaming media subscribers who grew up with traditional TV (broadcast/cable/satellite) but have largely transitioned to streaming media. The interview questions are open ended and invite respondents to reflect on diversity in streaming media in multiple ways. The research, still in progress, is informed by uses and gratifications research, social identity theory, media literacy, and more.
As of November 30, I have conducted 28 interviews. I will continue to conduct interviews through the first week of December.
Audio recordings of the interviews will be transcribed, and a close reading of the transcripts will be conducted. Recurring themes will be identified, and connections to the relevant theoretical underpinnings will be made. The analysis will be completed in time to present the results at BEA in April.

Author

• Rebecca Ann Lind, University of Illinois at Chicago