Abstract
Contrary to the basic assumptions of the homo sociologicus, institutional rules and role descriptions in a modern pluralistic society do not provide a blueprint for daily action. Individuals have to choose which of the rules or loyalties should prevail in a particular situation. In this article a choice theory is applied in order to explain changes in time spending on media. The early 1980s brought a lot of new facilities for tv-viewing. It was assumed that depending on their cultural competence and socialisation period people would react differently and would also switch from reading to tv-viewing at different rates. In combination with some competing theses this hypothesis is tested on data of the Netherlands time budget surveys of 1975, 1980 and 1985.
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