Mass Media Survey, 2019

Since 1967, Statistics Norway (SSB) has conducted several surveys on the use of mass media. From 1991 onwards, Statistics Norway has conducted quarterly surveys annually with a cross-sectional sample of people between the ages of 9 and 79. The purpose of the survey is to provide an overall presentation of Norwegians' use of different types of mass media and the availability of such media. The results are published annually in the Norwegian Media Barometer (www.ssb.no/medie). The Mass Media Survey will measure Norwegians' use of various mass media throughout an entire year, and the data collection is therefore carried out quarterly throughout the year, with four equally large sub-samples per quarter. The interviews are distributed on all days of the week in order to provide a picture of seasonal variations in media use. Since the purpose of the survey is to provide an overall presentation of the use of mass media, it is asked about the use of different types of media: audio media (radio, music playback), film media (television, video, recordings from television, etc.), the Internet, and print media ( books, newspapers, magazines, periodicals, etc.). With an increasing supply of new mass media, and not least platforms, it is becoming more and more complex to cover the total pattern of mass media use in the population. It is especially challenging to distinguish between the use of traditional media platforms and online media. The Mass Media Survey therefore includes some changes each year, and makes adjustments to capture the use of new media channels and platforms. Nevertheless, it is important to emphasize that an important purpose in the survey is to measure developments over time, which means that more traditional media still have a large place in the survey.

自1967年起，挪威统计局（Statistics Norway, SSB）已开展多项大众媒体使用情况调查。自1991年起，该局每年开展季度横截面调查（cross-sectional sample），以9至79岁人群为受访对象。本次调查的核心目标是全面呈现挪威民众对各类大众媒体的使用情况及相关媒体的可得性现状，调查结果每年以《挪威媒体晴雨表》（Norwegian Media Barometer，www.ssb.no/medie）的形式对外发布。本次大众媒体调查将覆盖一整年的挪威民众媒体使用行为，因此全年分季度开展数据采集，每季度设置四个规模均等的子样本。为精准反映媒体使用的季节差异，访谈将均匀分配至一周内的所有日期。鉴于本次调查旨在全面呈现大众媒体使用全貌，问卷涵盖了多类媒体的使用问题：音频媒体（audio media，含广播、音乐播放设备）、影视媒体（film media，包括电视、录像、电视节目录制内容等）、互联网以及印刷媒体（print media，涵盖书籍、报纸、杂志、期刊等）。随着新型大众媒体（尤其是各类平台）的供给持续增长，全面覆盖民众整体媒体使用模式的难度日益提升，其中区分传统媒体平台与在线媒体的使用场景尤为困难。因此，本次大众媒体调查每年都会做出部分调整，以适配新型媒体渠道与平台的使用统计需求。不过需要着重强调，追踪长期发展趋势仍是本调查的核心目标之一，这意味着传统媒体在问卷设计中仍占据重要地位。