Abstract

Despite common circumspection often attaching to technological determinism, academic paradigms which identify elements of cause and effect between the implementation of technological innovation and changes in patterns of audience consumption of media content, suggest audience behaviour among early adopters of such new technology to be worthy of at least cautious analysis. Within this framework, the present comparative study focuses on four European countries to analyse audio media consumption patterns among young people. The age group of young adults between 18-34 is often located within that psychographic group characterized as ‘Generation C’ because of their higher propensity to include ‘early adopters’ of new communication technologies, and the established medium of radio. This paper aims to contribute to the academic discussion regarding the use of audio media, with emphasis on the radio, by young and heavy media users who are daily using interactive media and networks to communicate, interact, work or entertain themselves. It further situates its conclusions within wider contexts of technological innovation and audience interaction.