Media Choice

Media Choice
Author :
Publisher : Routledge
Total Pages : 321
Release :
ISBN-10 : 9781135925079
ISBN-13 : 1135925070
Rating : 4/5 (79 Downloads)

Book Synopsis Media Choice by : Tilo Hartmann

Download or read book Media Choice written by Tilo Hartmann and published by Routledge. This book was released on 2009-06-11 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume represents the next generation of research in media psychology, bridging selective exposure into a larger framework of choice in media usage. Considering the myriad media options available to use, this work seeks to answer such questions as: What mechanisms guide an individual's exposure to/choice of media? How can researchers model them? The questions why and how people decide to use media offerings are key in current communication scholarship. Research on selective exposure has addressed this area in the past, but the term 'media choice' is used here to represent any implicit/automatic/spontaneous or explicit/deliberate 'decisions' of the users and subsequent behavioral consequences that lead to a contact with a media stimulus.


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Mediated messages flood our daily lives, through virtually endless choices of media channels, genres, and content. However, selectivity determines what media me