”Det är trevligt att bläddra…” : om anledningar till varför man läser papperstidningar

Sammanfattning: Purpose/Aim: To investigate why people in the age group of 30-40 subscribe to the traditional morning newspaper even though they can get the same information at a much lower cost from for example TV, the internet or the free daily papers. The aim is to also look at possible future alternatives to the traditional morning newspaper. Material/Method: Focus group interviews were used to gather the empirical material. These consisted of a total number of twelve people, divided into three groups. The results from the focus group interviews were analysed with help from established uses & gratifications theories and two diffusion theories. Main results: This study shows that people read the traditional morning newspaper to get a good mixture of entertainment and local, national and global news. It is relaxing to read the newpaper on paper compared to reading it on the internet, mainly because you get a good overview which makes it a lot easier to find exactly want you want to read. The content of the newspaper is often discussed with family, friends and colleagues and can therefore be said to fill an important social function. Reading the newspaper is thought of to be intellectual and can help people form their identities. All respondents in this study grew up in homes which subscribed to a morning newspaper and thought this fact was a big reason for them finding it so important to have a subscription themselves. Even so, most of them were positively in favour of the so called e-paper, as a future alternative to the traditional newspaper, when discussed in the groups, mainly because of it being a more environmently friendly option, but also because of the ability to pick and choose your personal newspaper content and only pay for what you want to read.