Cultural Consumption and Musical Preferences of Youth: Development of Typology in the Case of Zadar

U radu se analiziraju i interpretiraju rezultati istraživanja kulturne potrošnje mladih u Zadru. U prvome dijelu rada izlažu se najvažniji teorijski pristupi kulturnoj potrošnji te se iznosi pregled prethodnih istraživanja kulturne potrošnje i životnih stilova mladih u Hrvatskoj. U središnjem dijelu rada iznose se i analiziraju rezultati istraživanja provedenog internetskom anketom 2014. godine na prigodnom uzorku mladih u Zadru (N = 429). Kako bi se ispitala struktura ispitanih kulturnih i glazbenih preferencija, korištena je faktorska analiza. Nakon utvrđivanja pojedinih faktora vezanih uz obrasce kulturne potrošnje, provedena je klasterska analiza, s ciljem utvrđivanja pojedinih tipova kulturnih potrošača. Klasterskom analizom ekstrahirana su četiri distinktivna klastera kulturnih potrošača: tradicionalno-konvencionalni, rokersko-alternativni, elektronički i klaster visoke kulture. Rezultati istraživanja upućuju na vidljivu distinkciju između tradicionalnih, modernih i elitnih obrazaca kulturne potrošnje. Provedene analize pritom pokazuju da imovinski status nema veliku ulogu u kulturnim preferencijama, za razliku od dobi, spola, radnog statusa i obrazovnog postignuća roditelja. Zaključuje se da su obrasci elitne i tradicionalne kulture trajniji i stabilniji od onih moderne.In this article cultural consumption of youth in Zadar is analysed and interpreted. In the first section of the text important theoretical approaches to cultural consumption are presented together with an overview of the research of cultural consumption and lifestyles of youth in Croatia. The central part of the article presents results and analysis of the research conducted via online survey in 2014 on a convenience sample of youth in Zadar (N = 429). In order to investigate the structure of cultural and musical preferences of the respondents, factor analysis was used. After establishing several factors connected with the patterns of cultural consumption, cluster analysis was undertaken with the goal of establishing specific types of cultural consumers. Cluster analysis extracted four distinctive clusters of cultural consumers: traditional-conventional, rock-alternative, electronic and the high culture cluster. Results point to a visible distinction between traditional, modern and elite patterns of cultural consumption. However, analysis does also point to the fact that socioeconomic status does not play a key role in cultural preferences, such as that played by age, gender, employment and education of parents. The conclusion is that patterns of elite and traditional culture are longer lasting and more stabile than the modern ones