A repertoire approach to cross-platform media use behavior

Abstract

Media users receive an overwhelmingly large supply of media content from multiple media, yet much research on media use examines the use of a single medium. This study investigates patterns of media use across multiple media platforms by taking a media repertoire approach. Using single-source data that merge television peoplemeter data and a survey on other media use of the same respondents, this study identifies five distinctive media repertoires (TV-Oriented Entertainment, Internet Only, News on Traditional Media, Tabloid Newspapers, and Cable TV Only). This study finds significant differences in user background characteristics, total news media use, political interest, and political knowledge among representative users of each media repertoire. Regression analyses on factor scores reveal that media repertoires are explained by individual and structural factors of media choice discussed in previous research. The implications for future research on media repertoires as news, information, and entertainment sources are discussed.