Media preferences in scenarios involving relationship closeness and information valence: evidence of strategic self-presentation and sex differences.

The study investigated strategic self-presentation (relationship closeness, information valence, and sex) on hypothetical choice of media used. 145 participants (73 women, 72 men; M age = 22.3 yr.) were randomly assigned to experimental conditions where they indicated their preference for communicating with either a friend or a stranger using Short Messaging Service (SMS), e-mail, or telephone, compared to face-to-face. Information valence was manipulated as a within-subjects variable by scenarios where information was self-referential and either negative or positive. Preference to mediated channels in the two scenarios was measured as an average of self-reported scores on a scale from 1-5 where 3 indicated face-to-face communication. Relationship closeness and scenario affected media preferences. Participants had higher preference scores for mediated channels when communicating with strangers than with friends and when sharing self-referential and negative information. Only women's preferences appeared to be affected by the manipulation of relationship closeness.