Journalism & Mass Communication Educator XX(X) 1–17 © AEJMC 2013 Reprints and permissions: sagepub.com/journalsPermissions.nav DOI: 10.1177/1077695813506993 jmce.sagepub.com Article Subjective Norms as a Driver of Mass Communication Students’ Intentions to Adopt New Media Production Technologies Toby M. Hopp 1 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. Keywords new media, subjective norms, technological adoption, advertising, journalism, public relations Postsecondary mass communication programs are in the midst of an ongoing struggle to identify best practices as they relate to instruction on the uses and applications of new media production tools. 1 Clearly, equipping advertising, journalism, and public relations students with basic new media production competencies has become an important focus for most, if not all, professional mass communication programs in the United States. 2 That said, and despite massive and often financially burdensome changes to their schools’ curriculum, those charged with course design are still 1 University of Oregon, Eugene, USA Corresponding Author: Toby M. Hopp, University of Oregon, Eugene, OR 97403, USA. Email: hopp@uoregon.edu 506993JMC XX X 10.1177/1077695813506993Journalism & Mass Communication EducatorHopp research-article 2013 at UNIV ALABAMA LIBRARY/SERIALS on January 25, 2016 jmc.sagepub.com Downloaded from