earticle

영어

This study plans to conceptualize the media flow and habit to explain the internet addiction like game addiction, shopping addiction on the computer mediated communication. While the concept of internet addiction is negative and pathological, 'the media habit strength' is neutral and cognitive. And the media habit strength is better than simple media use to explain the heavy and problematic internet use.
Some researches pay attention to the 'media habit' as one factor of gratifications that audience gets from using the mass media. At the early stage of the media habit, audience makes the active and selective choices of media channel or site. But through the repeat viewing and the sufficient media experience audience forms the patterned viewing habits. Patterned exposure and
television dependency relationships interact to creates a 'habit'. These spiral of reinforcement of television is two step model of media habits.
We describe the predicting variables which have a relationship with 'internet habit strength'. It is likely that individuals who prefer online social interaction also develop the strong media habit. And the ritualized use motivations(escape and pass time) will be positively related to the internet habit strength. Finally psychosocial distressed individuals(including chronic loneliness and depression) will have the strong internet habit.