Page 94 - Consuming Media
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01Consuming Media 10/4/07 11:17 am Page 81
relationships are not limited to the narrow circle of the close family or the opposite
sex.
The comments in the discussion group can be read as a memento for media
studies, in that uses of books as property and as gifts show that focusing on the act
of reading does not suffice to understand everyday media use. Also, our informants’
answers implicitly problematized certain aspects of consumer research, in that their
selection, purche, use and disposal of books is far from the ways of ‘economic man’,
guided by rational and egoistical motives. Instead the gift of a book seems to a certain
extent to be about love, unselfishness and generosity, both with oneself and one’s
financial situation.
Recto 81
