New Media is not defined by a specific technology but rather by a process that ultimately contributes to the development of new artifacts, practices, and social arrangements (Lievrouw and Livingstone, 2006; Peters, 2009; Stober, 2004). Many forms of New Media used today focus on individual level attributes but existing technology adoption models tend to stress technology and organizational level characteristics (Lee, Cheung and Chen, 2007). This suggests that new models are required in order to fully capture how the New Media adoption process operates. Indeed, a review of existing technology acceptance models reveals that the individual level content provided by these systems is often not considered. A subsequent qualitative analysis of 80 in-depth semi-structured interviews revealed that it is this content which often drives the trial, use, adoption, and diffusion of New Media systems.