Toward a Theory of Interactive Media Effects (TIME)

This chapter proposes several theoretical formulations with interface features as the cause and user psychology as the effect. Four models specifying distinct psychological mechanisms have governed this effort, producing empirical findings that not only advance the knowledge about media psychology but also inform interaction design. The most important keyword in the discourse of modern media is “interactive.” The starting point of a theory of interactive media effects (TIME) is an affordance offered by the medium of communication. The theoretical formulation of TIME is a combination of four models that have guided much of the author's research. The interactivity effects model, agency model of customization, and the motivational technology model explicate the various mechanisms underlying the action route, whereas the Modality-Agency-Interactivity-Navigability (MAIN) model governs the cue route of TIME. The chapter discusses each of these four models.