Beyond classic mass media and stand-alone technologies: Using media online in the domestic sphere

Abstract

This article discusses why households in Germany use the Internet and content distributed online instead of classic broadcasting or a printed paper for customising ideal media repertoires that match with their media-related interests in the domestic sphere. Following the domestication approach, home is understood as a relevant field for research on online-based media use because it is the place where people traditionally negotiate the meaning of media technologies and content against the background of an existing media repertoire. The article refers to empirical findings from qualitative ethnographic research on 16 German households. It was undertaken between 2015 and 2017. In summarising, the empirical research emphasises three distinct reasons why people choose the Internet for domestic media reception over classic mass media: a better integration of media use in everyday life, particular demands and interests in specific content, and the politics of identity and the moral economy of the household.