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This study compares sociability, material values and self-reported happiness among African-American university Internet and television consumers.Reminiscent of Marshal McLuhan's (1979) medium theory, our results highlight the role of technological change in affecting value structures and social behaviors. The results showed that heavy Internet users did not differ from light Internet users in their level of sociability, however, heavy Internet users avoided "large social gatherings." Fordoi:10.29333/ojcmt/2493 fatcat:h574txt3zrgfbjtp6daxoe5obu