MIGRATION OF MEDIA AUDIENCES TO THE ONLINE SPACE – THE CASE OF BOSNIA AND HERZEGOVINA

Abstract

Digitalization has affected numerous segments of our lives, including our media preferences. In the current any-to-any communication universe, we are enabled to “pack our own media package” and be a (pro)active participant in the flow of information in the public sphere and interaction with the media. A survey among citizens of Bosnia and Herzegovina was conducted with the aim of questioning which media and other information and communication technologies they use, from which sources they are most often informed, and how do they interact with the media in the digital age. The results (N=937) showed that media audiences are increasingly migrating to the online sphere and that citizens of Bosnia and Herzegovina are most often informed from online sources and media. On the other hand, they are not very active in interaction with the media, therefore, they do not take advantages of the opportunities offered to them as recipients of media content in the digital age.