Media complexity theory

  • What is the purpose of the media theories?

    Media theories are used to explore the relationship between people and media.
    Audience theories look at the way we as audiences consume media and how it affects us. 'Uses and gratification theory' states that we as consumers consciously choose what we want to see in media, depending on our needs and preferences..

  • Media theories are used to explore the relationship between people and media.
    Audience theories look at the way we as audiences consume media and how it affects us.
    In the 'end of audience' theory, Shirky argues that the audience is passive.
Behavioural complexity theory of media selection emphasizes the role of media repertoire, the ability of individuals to differentiate situations according to multiple contingencies, and their flexibility to effectively use multiple media in any particular situation.
complexity theory of media selection emphasizes the role of media repertoire, the ability of individuals to. differentiate situations according to multiple contingencies, and their flexibility to effectively use multiple. media in any particular situation.
PDF | This study proposes a behavioural complexity theory for media selection in global virtual teams. This theory captures multiple contingencies into.
This theory captures multiple contingencies into one holistic approach to media selection. Unlike existing linear and mechanistic theories of media selection, 

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