Euskal audientzia eta ikus-entzuleriaren neurketak: hurbilketa euskaldun baterako oinarriak

Abstract

Sekula ez da gaur beste euskarazko komunikabide martxan egon, hain esparru geografiko zabaleaneta hain euskarri, formatu eta eduki anitzekin. Alabaina, bateratze multimediaren garaian beraieneragin erreala neurtu ahal izateko datu eta neurketa audimetrikoetan oinarritutako adostasunprekarioak gainditu beharra dago. Hala, audientzien neurketan teknika kuantitatiboez gainkualitatiboak ere erabiltzeari ezinbesteko deritzogu, (ez) kontsumitzeko zergatiak eta moduak,hedabideek transmititzen dituzten balioak eta euskararen normalizazioan jokatzen duten rolaezagutzeko. Aipatu uztarketa metodologikoa burura eramateko oinarrizko proposamena aletzen duHekimen elkartearekin elkarlan estuan garatutako artikulu honek.There has never been as many media in Basque language as today. The variety of formats andcontents is greater than ever, as well as their geographical coverage. However, to understand theirreal influence in the era of media convergence it is necessary to overcome the precarious agreementson audiometric data and measurement. Therefore, it is essential to employ qualitative methodologyalong with quantitative approaches. Only that way could we explore how and why do (not) Basquespeakers consume media, and what is the role played by them in the linguistic normalization. Thisarticle puts forward the basic proposal to implement the above mentioned methodologicalcombination, developed by the authors in close collaboration with Hekimen elkartea.