Social and Behavioral Sciences Commons^™

Media Selection In The Air Force Environment: How Communications Requirements Influence Effectiveness As An Outcome Of Media Choice, David L. Hillman

Theses and Dissertations

Over the past two decades, great interest has been given to the research of media choice within organizations. However, there is still confusion over which factors influence media choice. This study examined the effectiveness of five media under different conditions in an effort to better understand which factors impact media choice. Through the examination of several theories on communication and media choice, a theoretical model was created to determine if effectiveness is an outcome of media choice. To test the proposed model, a 54 scenario policy capturing instrument was developed and distributed. Results from the study support the theory that …