Accessed on 13 August (). General Methods. Version Cologne: German Institute for Quality Ergebnisse der ARD/ZDF-Onlinestudie ]. Gesamt , Gesamt , Frauen, Männer, J. J. J. ab 70 J. Audio Online (netto), davon, 45, 49, 47, 51, 90, 61, 31, Radioprogramme. Chris: The Long Tail. Nischenprodukte statt Massenmarkt, München ARD /ZDF (editor) (a): ARD/ZDF-Onlinestudie Entwicklung Onlinenutzung, n.n.

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The project focuses on reconstructing how the internet entered the domestic sphere as a new medium and how it was integrated into German households. It found its starting point due to the wide diffusion of the internet since that went along with the observation that this diffusion was driven by the private, domestic use of the medium.

For instance, in only seven percent of all German citizens used the internet, while in the rate was already up to 58 percent.


And ever since the internet opened up for the wide population. People who were previously known as little internet-affine were now deciding zdc appropriate a private internet access.

Audio | ARD/ZDF-Medienkommission

Thus, the internet, formerly used by the working elite, transformed into an everyday medium. The project reconstructed reasons and characteristics of these adoption processes between and and analyzed the consequences of domestic internet use for the private daily media routine.

Methodologically, the study is based on a triangulation of quantitative and qualitative instruments. In this context, 25 heterosexual couples varying in age and education level were interviewed.

In doing so, a comprehensive understanding of the domestic adoption of the internet was established. Theoretically, the project is based on the theory of domestication and Cultural Media Studies.

It examined the entrance of the internet in the homes in retrospective onlinesutdie analyzed how its usage became routinized due to processes of integration in everyday life.

In addition to that, the study conducted the domestic media use of people with internet access in It focused on the domestic context as a base for adoption processes and as an impulse for the diffusion of new media technologies. In association with that, possible factors that may trigger or interfere with the internet participation were examined.



The role of gender in daily media routines was of peculiar interest. Other publications based on the project are listed on the publication site of Prof.

Home Research Research projects. The domestication of the internet. Reconstructing the processes of adopting new media at home from Period March to October Conductor Prof.