The Media Use Model: A metatheoretical framework for media processes and effects

Abstract The Media Use Model (MUM) presents a metatheoretical framework that aims to unify several existing theories of media processes and effects. It uses a constraint satisfaction approach to coherence to explain the dynamic relationship between a media consumer’s motivations, expectations, individual differences, and, primarily, their cognitive processing during media use. The MUM includes six propositions, which represent stages during which a media consumer’s existing processing constraints are taken into consideration during their selection, interpretation, and comprehension of media content. It allows for both spontaneous and deliberate processing that can result in coherence or incommensurability, which then predicts continued media use or a change in media selection, respectively. Within this metatheoretical framework, (in)coherence is presented as a continuum where media consumers may have different interpretations of the same media content, which can then be used to understand their responses to it.