The Newspaper: The Most Social of Media

In this ethnographic consultancy project (commissioned by a large Swedish Media group) I and a team of observers explored the rituals, routines, habits and meanings related to newspaper reading.  The 25 participants were all loyal and enthusiastic subscribers of the paper version of the newspaper and wrote reading-diaries for a week and gave ethnographic interviews in their homes. The results were intriguing and the paradoxical, overall insight taught us that no media can be as social as a a paper newspaper.