Toward an explication of media enjoyment: The synergy of social norms, viewing situations, and program content

In studying media enjoyment, communication scholars have assumed a measurable, internally valid relationship between program content and viewer response. Drawing on literature from sport and social psychology in addition to communication, this article posits that media enjoyment reflects a coalescence of 3 factors: (a) social norms, (b) viewing situations, and (c) program content. The article explores this conceptualization with televised football as a content source, social norms that reflect hegemonic masculinity, and a viewing situation in which audience members are part of a homogenous social group. Drawing on uses and gratifications, social identity, disposition, and uncertainty reduction theories, the article suggests that social norms and viewing situations are ultimately as central to enjoyment as content is.