Abstract
The heterogeneous behaviour of Spanish audio-visual audiences could be encapsulated into five classes: (1) television fans, (2) occasional film-goers, (3) light film-goers, (4) film fans, and (5) audio-visual fans. When the five clusters of audio-visual consumers were analysed according to a set of sociocultural indicators, they appeared ordered as listed above, from downscale to upscale audiences, giving support to Bourdieu’s homology thesis. Accordingly, the media orientations of each type of audience also differed: upscale audiences used the media for tension release (entertainment) and for integrative-status purposes and downscale audiences, for integrative-social and cognitive reasons (education and information). All in all, the results suggest that the five clusters of audio-visual consumption found reflected the objective divisions in the class structure that the sociology of culture proposes.
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