Explaining media choice: theoretical discussion and an empirical experiment

摘要

The paper is based on a review of research on media selection and related topics on the one hand and on an explorative pilot survey on the other. In summarising the review, the authors propose that the factors explaining media choice be grouped into five categories: (1) the properties of the media itself affect its choice, (2) properties of the user affect media choice, (3) the communication situation plays an important role, (4) macro factors explain media choice, and (5) media choice can be explained as the outcome of a dynamic multiparty negotiation process. The pilot survey compares Japanese and Finnish students' preference of media in various communication situations. The survey results encourage reserving, local macro factors or culture, a certain amount of explanatory force in explaining media choice.