| Abstract |
Most studies of the mass media view them as an agent of social change. The relationship between information and social change has long fascinated of scholars studying global interdependence. This study attempts to extend the analysis of the impact of globalization at the individual level in terms of consumption lifestyle and its relationship with media consumption behavior. Drawing on information processing theory, this study argues that the relationship between frequency media consumption and consumption life style (as measured by leisure-time, consumptive action, and life style) is moderated by two factors: individualˇ¦s reading quality and volume of media consumption. Information processing theory assumes that high information frequency and volume may bring about over-load condition that diminishes effectiveness of information process and quality decision-making. This is largely because of individual cognitive limitations and bounded rationality. Hence, we suggest that high reading quality and high volume of media consumption may enhance and hinder the impact of reading frequency on life style, respectively. Data from a survey of 23,174 respondents from five major cities in China appears to provide significant insights into this moderating issue. The findings provide important implications for both research and practice and for public policy on media consumption.
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