This article discusses the theoretical problems posed by the Principle of Relative Constancy (PRC). We argue that the PRC suffers from imprecision in definition of terms, measurement problems, and a failure to adequately meet the purposes of theory. We also argue that despite the PRC's important...

The introduction and diffusion of the videocassette recorder (VCR) coincided with an increase in consumer spending on mass media as a proportion of gross national product. This article attempts to explain this apparent aberration to the principle of relative constancy by analyzing both the...