EXPLORING CONSUMER DIFFERENTIATION IN INFORMATION PRODUCTS: A COMPARATIVE ANALYSIS OF MASS CINEMA AND AUTEUR CINEMA

Abstract

The COVID-19 pandemic and the consequent demand for remote interaction technologies have accelerated the current globalization and digitalization of the information environment. This fact results in the interpenetration of the interests and values of various population groups, which inevitably leads to the gradual formation of universal representations of information consumers. An analysis of the intricacies of the differentiation of these avatars will enhance the quality of these information products from the consumer's perspective, as well as their promotion and distribution processes. Films were chosen as one of this study's most prominent and representative information products. This study aims to quantify and analyze the consumer properties of films in the context of auteur and mass cinema, as manifested in the information environment through the artistic performance and commercial lens. The results of this study are presented through a system of regression equations that describe the distinction between the avatars of auteur and mass-market filmgoers and their system of information environment quantifiers. Marketers and sociologists specializing in information environment analysis and researchers of the digitalization process can benefit from this study's findings.