Mood Management Theory

Mood management theory focuses on the ways in which individuals select media as a means of affecting or “managing” their moods. This theory generally predicts that individuals' media selections reflect, at least in part, motivations to intensify or prolong positive moods and to alleviate or diminish negative moods. Unlike uses and gratifications approaches, mood management theory does not assume that viewers are necessarily aware of their motivations for viewing or willing to articulate them. As a result, research from a mood management perspective typically employs experimental methods in which viewers' moods or affective states are manipulated, and resulting media selections are then observed or measured. The vast majority of research on mood management has employed adult samples; however, some research suggests that younger viewers may show patterns similar to those of adults in their use of media selections for mood management. A small number of studies have studied very young children, and some research suggests ways in which adolescents may use media for mood management.

Mood management theory offers numerous predictions concerning the ways in which individuals will use media to manage their mood states. For example, individuals who are overstimulated or stressed are predicted to select media content that is soothing or relaxing, whereas individuals who are understimulated or bored are predicted to select content that is lively and exciting. Likewise, individuals who are in bad moods are predicted to avoid media content that is negative or sad and to show preferences for media content that depicts uplifting and happy situations and characters.

Over the years, numerous studies have offered support for the basic assumptions and hypotheses of mood management theory across a wide variety of media content and genres. For example, research has shown that individuals in bad moods are inclined to select comedic entertainment (provided that the humor is not hostile), whereas they are disinclined to select newspaper stories featuring bad news. Similarly, individuals who are bored show an increased preference for exciting programming such as sporting events and game shows, whereas individuals who are stressed show an increased preference for more calming content such as nature programming and soothing musical performances.

There are several reasons why media consumption for purposes of mood management may become most pronounced during the adolescent years. First, adolescence is more strongly associated with intense mood swings, higher levels of stress, and greater selfreflection. Second, adolescents likely have greater control of their media selections than do young children. The idea that mood management may be particularly salient during the teen years and young adulthood is supported by research reporting that adolescents' consumption of media use is often related to exploring the “private self” and that their extensive use of music often reflects motivations related to emotional expression and stress reduction.

Whereas mood management theory has received abundant support in a variety of empirical studies, selection and enjoyment of some types of media content appear at odds with mood management predictions. For example, the enjoyment of tear-jerkers and the frequency with which mournful love songs are enjoyed by listeners (and particularly teen listeners) seem inconsistent with the idea that people use media to maintain positive moods. Similarly, a large number of children's programs feature decidedly sad or traumatic portrayals, including Bambi, Charlotte's Web, and Old Yeller, among others.

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