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Media Choice in the Times of Uncertainty: Media Richness Theory as a Predictor of Media Choice in Greece in the Times of Political and Economic Crisis

Sun, May 24, 12:00 to 13:15, Caribe Hilton, Grand Salon Los Rosales

Abstract

What drives audience’s choice of media is one of the most studied topics in mass communication research. Both academia and field professionals benefit from the studies that cast light on this fundamental issue. However there is a lack of attention to interdisciplinary approaches. The purpose of this study is to implement Media richness theory (MRT), rarely used in mass communication research to address the issues, which otherwise would remain unexplained since none of the existing mass communication theories combine factors such as a crisis situation, visual richness of media content and media choice of audience simultaneously. Empirical findings of statistical analysis of survey results from the European Social Survey support the researchers' hypotheses that during political and economic crisis in Greece, the assumptions of MRT explained the changes in audience’s behavior towards a decrease in visually “lean” in favor of using visually “rich” media.

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