Preferences in media use and perception of inter-generational differences among age groups in Estonia: A cultural approach to media generations

This article adopts a cultural approach in order to provide an empirical grounding to the multidimensional concept of media generations. Data from the representative survey ‘Me. The World. The Media’, conducted in autumn 2011 among members of the Estonian population aged 15–74 (N=1510), are used to map similarities and distinctions among four age groups with regard to the use of media technologies and channels, format and topic preferences, spatial orientations of media use, and attitudes towards the Internet. The findings demonstrate significant and multifaceted differences between the age cohorts, suggesting that in addition to the ascent of new media technologies, broader social and cultural changes need to be considered in interpreting generational groups’ relations with the media. The study partially confirms the hypothesis that media experiences shared with members of another media generation are related to a weaker perception of inter-generational gaps.