The 'media use as social action' approach: Theory, methodology, and research evidence so far

An action theoretical perspective for communication research is sketched and a general reference model of the so-called 'Media Use as Social Action' Approach is outlined; how an audience deals with the media of communication (including mass media) is considered a form of social action that is not only conceptualized as external action, but also as external action being accompanied by internal action during the process of self-interaction. This change in perspective obviously implies a shift of accent in communication research. Some of the implications for research designing and choice of adequate research methods are discussed and research evidence gained so far is critically reviewed.