Online Piracy and the Transformation of the Audiences’
Practices: The Case of the Czech Republic

C 2016

Online Piracy and the Transformation of the Audiences’ Practices: The Case of the Czech Republic

MACEK, Jakub and Pavel ZAHRÁDKA

Basic information

Original name

Online Piracy and the Transformation of the Audiences’ Practices: The Case of the Czech Republic

Authors

MACEK, Jakub (203 Czech Republic, guarantor, belonging to the institution) and Pavel ZAHRÁDKA (203 Czech Republic)

Edition

London, The Aesthetics and Ethics of Copying, p. 335-358, 24 pp. 2016

Publisher

Bloomsbury Publishing

Other information

Language

English

Type of outcome

Kapitola resp. kapitoly v odborné knize

Field of Study

50800 5.8 Media and communications

Country of publisher

United Kingdom of Great Britain and Northern Ireland

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

printed version "print"

References:

Bloomsbery Publishing

RIV identification code

RIV/00216224:14230/16:00088103

Organization unit

Faculty of Social Studies

ISBN

978-1-4742-5451-9

UT WoS

000389635000019

Keywords in English

media audiences; post-tv practices; online content; online piracy; content curation; ethics

Abstract

V originále

This empirical-research-based chapter focuses on the Czech post-TV audiences and their uses of alternative and non-authorized online sources of films and TV series. The chapter draws on descriptive data from a representative survey of the Czech population (2014) and on two distinct qualitative inquiries into the everyday practices of Czech audiences (2012-2015). In the text we reconstruct the general picture of the post-TV practices related to the consumption of "pirated" content and we map the audiences' motivations for such practices as well as the audiences' ethical reflexivity regarding the phenomenon. At the same time, we focus on the ways that members of the post-TV audiences choose particular technological interfaces and sources of content as well as the particular content they consume. In this regard, we identify three major distinct modes of content choice: expert curation, social curation and data-consultation curation. The survey data plausibly show that post-TV audiences significantly differ in these practices from the audiences relying on reception from TV broadcasting. Theoretically we address the topic drawing on Anthony Giddens' theory of structuration: we employ the structuration model of media, a theoretical model applying Giddens' notion of social agency on media-related practices and emphasising the position of media-related practices within the contexts of everyday life. In this regard, we avoid both media-centric and normative approach to the topic. Instead, we employ the context-oriented approach taking into the account the fact that the reception of content from illegal online sources is part of a broader set of practices and that it is subordinated to particular moral economies. Our conclusion is that the post-TV audience could hardly be seen as "pirates" or immoral pragmatists on the one hand, or, on the other, as highly reflexive and empowered actors intentionally challenging the media industries. Instead, our respondents could be seen as common viewers aiming to "reasonably" fulfil their textual needs - viewers that are mostly aware of their possible conflict with the Czech legal regulation but that are, regarding Czech specifics of online content distribution, conceiving their practices as ethically more or less non-problematic.

Links

GP13-15684P, research and development project

Name: Nová a stará média v každodenním životě: mediální publika v čase proměny mediálních praxí

Investor: Czech Science Foundation, New and old media in everyday life: media audiences at the time of transforming media uses

Citovat

MACEK, Jakub and Pavel ZAHRÁDKA. Online Piracy and the Transformation of the Audiences’ Practices: The Case of the Czech Republic. In Hick, Darren Hudson; Schmücker, Reinold. The Aesthetics and Ethics of Copying. London: Bloomsbury Publishing, 2016, p. 335-358. ISBN 978-1-4742-5451-9.

@inbook{1352386,
   author = {Macek, Jakub and Zahrádka, Pavel},
   address = {London},
   booktitle = {The Aesthetics and Ethics of Copying},
   editor = {Hick, Darren Hudson; Schmücker, Reinold},
   keywords = {media audiences; post-tv practices; online content; online piracy; content curation; ethics},
   howpublished = {tištěná verze "print"},
   language = {eng},
   location = {London},
   isbn = {978-1-4742-5451-9},
   pages = {335-358},
   publisher = {Bloomsbury Publishing},
   title = {Online Piracy and the Transformation of the Audiences’ Practices: The Case of the Czech Republic},
   url = {http://www.bloomsbury.com/uk/the-aesthetics-and-ethics-of-copying-9781474254519/},
   year = {2016}
}

TY  - CHAP
ID  - 1352386
AU  - Macek, Jakub - Zahrádka, Pavel
PY  - 2016
TI  - Online Piracy and the Transformation of the Audiences’ Practices: The Case of the Czech Republic
VL  - Neuveden
PB  - Bloomsbury Publishing
CY  - London
SN  - 9781474254519
KW  - media audiences
KW  - post-tv practices
KW  - online content
KW  - online piracy
KW  - content curation
KW  - ethics
UR  - http://www.bloomsbury.com/uk/the-aesthetics-and-ethics-of-copying-9781474254519/
L2  - http://www.bloomsbury.com/uk/the-aesthetics-and-ethics-of-copying-9781474254519/
N2  - This empirical-research-based chapter focuses on the Czech post-TV audiences and their uses of alternative and non-authorized online sources of films and TV series. The chapter draws on descriptive data from a representative survey of the Czech population (2014) and on two distinct qualitative inquiries into the everyday practices of Czech audiences (2012-2015). In the text we reconstruct the general picture of the post-TV practices related to the consumption of "pirated" content and we map the audiences' motivations for such practices as well as the audiences' ethical reflexivity regarding the phenomenon. At the same time, we focus on the ways that members of the post-TV audiences choose particular technological interfaces and sources of content as well as the particular content they consume. In this regard, we identify three major distinct modes of content choice: expert curation, social curation and data-consultation curation. The survey data plausibly show that post-TV audiences significantly differ in these practices from the audiences relying on reception from TV broadcasting. Theoretically we address the topic drawing on Anthony Giddens' theory of structuration: we employ the structuration model of media, a theoretical model applying Giddens' notion of social agency on media-related practices and emphasising the position of media-related practices within the contexts of everyday life. In this regard, we avoid both media-centric and normative approach to the topic. Instead, we employ the context-oriented approach taking into the account the fact that the reception of content from illegal online sources is part of a broader set of practices and that it is subordinated to particular moral economies. Our conclusion is that the post-TV audience could hardly be seen as "pirates" or immoral pragmatists on the one hand, or, on the other, as highly reflexive and empowered actors intentionally challenging the media industries. Instead, our respondents could be seen as common viewers aiming to "reasonably" fulfil their textual needs - viewers that are mostly aware of their possible conflict with the Czech legal regulation but that are, regarding Czech specifics of online content distribution, conceiving their practices as ethically more or less non-problematic.
ER  -

MACEK, Jakub and Pavel ZAHRÁDKA. Online Piracy and the Transformation of the Audiences’ Practices: The Case of the Czech Republic. In Hick, Darren Hudson; Schmücker, Reinold. \textit{The Aesthetics and Ethics of Copying}. London: Bloomsbury Publishing, 2016, p.~335-358. ISBN~978-1-4742-5451-9.

Detailed Information on Publication Record