This entry introduces William Stephenson's best‐known exposition of his play theory,
The Play Theory of Mass Communication
, first published in 1967 and reprinted in 1988. The thesis is that audiences derive “communication‐pleasure” from using mass media such as newspapers, radio, and television. In short, audiences
play
with media products as opposed to having to
work
to obtain information from them. Unlike other interpersonal theories of play leaning toward anthropology, Stephenson's is about intrapersonal “subjective play” leaning toward psychology. Newcomers to Stephenson's “play theory” are often put off by the way his discussion is integrated with explanation of Q‐methodology—a form of factor analysis he invented—and his criticism of objectivist paradigms in use in the social sciences. However, without taking into account Stephenson's Q‐method and his criticism of the objectivity bias in the social sciences, one may easily lose sight of what his play theory is all about.