Media Complementarity Theory

Proponents of media complementarity theory argue that audience members use different media channels complementarily in an effort to gratify their individual needs. Using media channels complementarily means that audience members with an interest in a particular topic will peruse a variety of available media channels if they believe the various channels will provide them with additional opportunities to satisfy their individual needs. For example, if a media user is interested in basketball, he or she may watch National Basketball Association (NBA) games on television in the evenings, read the sports page of the local newspaper during breakfast, listen to ESPN radio for game updates while driving to work, and access other fans' comments on their smartphone while waiting for an appointment. In short, this audience ...