Global Media Content: Engagement and Interpretation by the Greek Audience

This research aims at investigating how audiences from different demographics and regions in Greece engage in and interpret global media content. A quantitative research was conducted, using a convenience and snowball sampling of 615 citizens. Our results indicate that Greek audience primarily does not believe that global media content affects cultural characteristics. Yet the younger, less educated participants and the residents of urban areas are quite vulnerable. What is more, rural residents create, share, discuss about, and learn from global media content in a less frequent manner than urban residents. Finally, women and younger, more educated audience are more inspired to learn about a particular culture based on global media content, believing that it has the power to shape societal attitudes. These insights contribute valuable knowledge to the field of media studies, particularly in understanding the nuanced ways in which global media content is engaged with by different demographic groups.