Analysing ‘Media Lives’: Time, Change and Dynamics of Media Literacy

Since 2005 Ofcom have conducted a qualitative, small-scale, longitudinal study on media literacy. The study is commissioned to the Knowledge Agency whose reports are available online (http://stakeholders.ofcom.org.uk/market-dataresearch/media-literacy/adults/). At the beginning of 2015, we spent 3 months viewing and analysing the interview archive of the study, seeking to understand how both generational and biographical factors are at play in people’s media practices. We identified a subsample of 4 participants whose stories and circumstances over time were particularly relevant to the questions we had about the social and cultural aspects of media practice. This report reflects our observations based on this analysis. The findings, interpretations and conclusions expressed in this report are those of the authors and do not necessarily reflect the policies or views of Ofcom.