Examines why people choose a particular medium, by testing a causal model of magazine exposure and appraisal with readership surveys of two magazines distributed by the U.S. Information Agency in India. Found that utility had the strongest relationship with both exposure and appraisal, while communication potential had a negative relationship. (PD)

Contributes to cultural-studies scholarship on ethnographic media studies by examining the reception of imported romance novels among women in postcolonial urban India. Shows that romance novels were found pleasurable because they were an extension of Indian women's childhood English-language reading, and they were viewed as resources to improve…