Introducing the Media Use Behaviour Conceptual Framework

Abstract

In an increasingly digitally connected world researchers have sought to understand behaviour associated with digital communications media. We argue that a more consistent conceptualisation of media use behaviour and its etiological foundations is a necessary basis for research in this regard to progress. To this end, through the adoption of an affordances approach, we propose the Media Use Behaviour Conceptual Framework to describe the reciprocal relations between users (described in relation to personal characteristics and cognitive factors), the situations (consisting of social, physical, and technological dimensions) in which they use media, their media use behaviour, and the outcomes (both realised and expected) of this behaviour. This framework seeks to integrate the behaviourist and cognitivist approaches to action and, additionally, acknowledges the socially constructed and deterministic role of media in action. It is argued that such a framework will provide a useful basis upon which researchers can consider various individual differences in observed media use behaviours and associated outcomes and, importantly, understand why particular media use behaviours occur.