Subjective Norms as a Driver of Mass Communication Students’ Intentions to Adopt New Media Production Technologies

Abstract

In this study, the impact of subjective norms on mass communication students’ intentions to adopt new media production technologies was explored. The results indicated that subjective norms play an instrumental role in explaining behavioral intentions to adopt new media technologies. Moreover, the data indicated that public relations students scored slightly lower on the behavioral intentions scale than their advertising and journalism colleagues. However, no evidence was found that the relationship between subjective norms and behavioral intentions differs on the basis of major classification. This study concludes by discussing practical implications for educators tasked with providing instruction on new media production tools.