Understanding the process of transformational change currently taking place in the media industry is an urgent challenge for people working in the industry as well as for media consumers and other stakeholders. There is a great need to deepen our general knowledge when it comes to what the future media landscape will look like. Which of the major consumption trends that exist today will continue and possibly lead to disruptive change? Which of today’s existing trends could give us a hint of tomorrow’s media landscape? Furthermore, we need to explore the environmental impact of the future media landscape. What parameters are important when it comes to environmental aspects of media consumption, as well as in the production and distribution of media content? These are examples of the questions explored in this thesis. I have used a number of methods, such as qualitative interviews, workshops, scenarios, case studies, process studies and life cycle assessment, in order to explore the research questions. The characteristics of the media consumption trends are presented in four scenarios. I have assumed that the strength of influence from the government in combination with the strength of commercial powers will strongly affect the future of media. The development of media is framed by the economy, the political system, and by culture. The future of media is closely connected with its relationship to the power structures in society. I have also defined eleven parameters, as central when discussing the environmental aspects of media consumption. These parameters are related to electronic devices, travel, transportation, energy use and waste. In the future, we may see the realisation of some of all four scenarios described in this thesis. The environmental aspects of these different future directions depend on each person’s life situation and a number of choices that each consumer makes concerning environmental issues, in combination with the overall societal structure. In relation to the global challenge of climate change/global warming, I conclude that traditional media, public service media in particular, together with social media channels play an important role in the process of increasing knowledge and awareness among consumers, politicians and other stakeholders in society. However, in current media development, media companies are rapidly becoming more commercialized and more focused on entertainment instead of on producing serious journalism concerned with social, political and cultural matters. To conclude, I believe that it is possible to create a sustainable media system, but it will require some conscious effort of people working in the media industry, of consumers, and ultimately at the level of regulatory authorities. / <p>QC 20150416</p>

This paper is based on a quantitative survey. The study aims to answer the questionwhich media young people rather use to take part of the news. The results showthat young people today in Kalmar preferably and often read newspapers on theInternet and mobile phone.The questions asked was about which media they usually use, the level ofconfidence they had in various media, how interest was in different newscategories, willingness to pay for online news and background issues relatedsubjects. The survey was aimed at high school students in Kalmar and weredistributed and collected on-site at the schools. What was remarkable among theresponses was that young people largely had access to a morning newspaper athome and said that they would consider subscribing to one in the future. This isdespite the large use of digital media. The responses showed that many use severaldifferent media in a day. For young people the traditional media becomes more ofa complement to the newer media, many young people watching news on theinternet through various sources and then afterwards reading a newspaper orwatching TV. That was the order in which the survey showed, while the confidenceof news via TV and newspapers is much higher than for news online. The answershows that Internet usage and to read news on the Internet has a higher prioritythan the traditional media among respondents, as news companies' investments inweb news goes in line with the younger generations priorities. The only problem isthat the majority do not want to pay for news online.

The present thesis investigates the impact of the global strike for climate organised by the Fridays for Future movement and led by Greta Thunberg on the approach of selected Czech media toward their coverage of environmental topics. By applying the method of quantitative content analysis, the thesis aims to uncover how Czech media reported on a clearly defined area of ecological problems and incidental environmental topics before and after the protest, while dedicating special attention to the representation of topics and frames in media agenda and the coverage of the respective persons and organisations involved. The theoretical section defines global ecological issues and presents theoretical concepts relevant for studying the media coverage of environmental topics and the impact of social movements and their protests on the agenda of the topics at hand with regard to historical and societal contexts. The thesis' methodology introduces the primary and secondary research questions and explains the choice of the variables of interest for the subsequent quantitative content analysis of selected Czech media. The practical part interprets the results of the analysis and presents a discussion which confronts the results with insights from comparable foreign studies and dissertations mentioned in the...