Abstract
This study represents the second phase of a programmatic research effort designed to test a model of media exposure and appraisal. One of the distinguishing features of the model is that it attempts to link directly individual evaluations of a particular medium to exposure and appraisal. In the model three independent variables, editorial tone, communication potential, and utility, are posited to determine exposure and appraisal. This model was tested with two readership surveys of magazines distributed in Nigeria. While the model provided a good fit to the data, the results suggested that a contingency approach, based on specific attributes of a medium and situational factors, may be necessary to account for the effects of specific patterns of media exposure and appraisal.
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