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Media Practice Model : ウィキペディア英語版
Media Practice Model

The Media Practice Model is a media effects model used within the area of mass communication. This model was developed by Jeanne R. Steele and Jane D. Brown in 1995, and it takes a practice perspective which means that it focuses on everyday activities and routines of media consumption. This theoretical framework was developed to better understand what drives teenagers to pick one media source over another, and what factors play a role in this decision. The Media Practice Model emphasizes the constant interaction between consumers and the media, and focuses on the dialectical aspect of this interaction, suggesting that it is the adolescents’ individual characteristics, environment and daily practices that allow the media to have stronger or weaker effects on them (Steele & Brown, 1995).〔Steele, J.R., & Brown, J.D. (1995). Adolescent room culture: Studying media in the context of everyday life. Journal of Youth and Adolescence, 24(5), 551. Retrieved November 30, 2010, from ABI/INFORM Global. (Document ID: 12036417)〕
== Origin ==

The model was developed based on a study that progressed from 1987 through 1993, and used a variety of methods such as daily journals, in-depth interviews, self-administered questionnaires and “room touring” to understand, as the Steele and Brown call it, the adolescents’ “room culture.” This environment was chosen based on the facts that adolescents’ bedrooms are usually cluttered with different media materials and sources, as well as the fact that this is a place where adolescents spend a good part of their day. This is also a place that provides an intimate environment where adolescents can experiment with possible selves (Markus & Nurius, 1986).〔Markus, H., & Nurius, P. (1986). Possible selves. Am. Psychol. 41: 954-969〕 The Media Practice Model was based on the findings of this first study, and the incorporation of other media effects theories such as Selective Exposure Theory, Uses and Gratifications, Framing, Cultivation theory, and Emotional Conditioning.

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