Abstract:

This paper addresses the perennial big question about media, 'Which medium is most involving (at least among online, magazines, and print)?' However this question is framed in a more meaningful way by recognizing that involvement is a multidimensional construct and that some media may be higher on one dimension and lower on another. Furthermore, it recognises that the variance within the medium needs to be considered in comparing involvement and specific types of involvement (experiences) across media.