Extending the quadruple articulation framework to study media use moments: Deconstructing content, platform, device and context

Abstract

Digitisation has not only impacted how media are created and distributed, but also how they are consumed. Consequently, media use has become an elusive concept. This challenges researchers, media organisations, and the audience measurement industry to conceptualize what it means to ‘use media’. The primary objective of this paper is to present a comprehensive taxonomy for delineating the various articulations that constitute media use. To do so, we extend the concept of quadruple articulation by deconstructing and operationalizing the four articulations (i.e. content, platform, object and context) as a taxonomy to study media use. We introduce the notion of ‘individual media use moments’, which we define as discrete, situated instances of media engagement shaped by content, platform, object, and context. This taxonomy complements media repertoires or ensembles approaches, as the different media use moments serve as the building blocks for media repertoires (i.e. the sum of people's frequently occurring media use moments). Although the taxonomy is rooted in digital media environments, its articulations can be extended to analogue media use when applied thoughtfully.