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During the last two decades of the 20 century, we have witnessed radical changes in the media world. While in the 70s traditional print and audio-visual media were still dominating, several new screen media entered the scene in the beginning of the 80s and became increasingly prevalent in people’s lives. The 90s bear above all the impression of the new information and communication technologies (ICT). This development has opened the doors towards greater individual freedom and facilitated the prospects of adopting specific styles of media use to suit one’s preferences and circumstances. The changes in the media area are not uniform, nor do they progress at an even rate. There are great variations in access to the new media across cultures and societies as well as within them. In an international perspective, the Nordic countries are in many respects pioneers of new media technology and the appropriation of such technology by ordinary people. Many media have become familiar equipment in the homes, their use intertwined in everyday routines. Still, homes differ substantially in their access to media. Many homes are media saturated, while others are comparatively media poor. Some families are eager to acquire the new media equipment, others bide their time. Education and socio-economic status, family composition, age, gender and personal interests are among the factors regarded as influential for the acquisition of various media. The same factors also influence the use made of the media. The question of media access is a basic one, as the accessibility of a medium limits the use made of it. Naturally, physical access is a fundamental prerequisite for use, though not a sufficient one. Naturally, media can be used not only at home, but also in friends’ homes, in school, sometimes at parents’ workplaces or in public places. Compared to other European counties, the Nordic countries seem to provide superior public access to media (Johnsson-Smaragdi, 2001a). Availability at home facilitates use, and even more do personal access. Yet, using or not using a medium is not entirely a matter of easy physical access, which is only the first step. It is also a matter of social, cultural and psychological accessibility or desirability. These factors are related to the degree of social acceptance of a medium in a culture, to the social context in which it is used and to personal interests, habits and attitudes. To reduce inequality and information gaps between social groups and individuals, it is thus PLENARY SESSION II

Plenary Session II. New Generations – New Media. A Swedish Perspective on Media Access and Use