WHEN AUDIENCE SEGMENTATION IS TWOFOLD: DIFFERENCES IN MEDIA CONSUMPTION ALONG RACE AND SOCIO-ECONOMIC BACKGROUND AT A SOUTH AFRICAN UNIVERSITY

Segmented media audiences often reflect deeper divides within a society. As the relationship between race and class is dynamically changing in South Africa, I investigate to what extent students from different racialised and socio-economic backgrounds differ in their media consumption habits. I conducted a survey (n = 1221) and two focus group interviews (N = 14) at a relatively integrated and prestigious university. Bi- and multivariate analysis revealed that both race and socio-economic background genuinely affected the formation of consumption habits. Students from all groups used local journalistic products, but White students rarely consumed local entertainment productions. Among students from stronger socio-economic backgrounds, consumption preferences converged towards a global entertainment orientation, with types of schooling being more influential than household income. I discuss language barriers, physical access, the relatability of global/local media content, and peer group dynamics as potential underlying mechanisms.