Opportunism is "self-interest seeking with guile" (Williamson, 1985). Here, opportunism could be the underlying motive for the media choice. For example, where the choice of media is to save themselves time, money, or that it is simply a more convenient option, the motive is one of self-interest . This notion also ties in well with existing theories. Take symbolic interactionism for instance. It posits that people may want to use a particular media to convey a particular meaning. The question that the symbolic theory did not ask is why. Simply, the answer is again self-interest: the person wants to achieve something that suits them.
For an excellent source on English composition, check out this classic book by William Strunk, Jr. on the Elements of Style. Contents include: Elementary Rules of Usage, Elementary Principles of Composition, Words & Expressions Commonly Misused, An Approach to Style with a List of Reminders: Place yourself in the background, Revise and rewrite, Avoid fancy words, Be clear, Do not inject opinion, Do not take shortcuts at the cost of clarity, … and much more. Details of The Elements of Style by William Strunk, Jr. partially available online at . Note: William Strunk, Jr. (1869–1946). The Elements of Style was first published in 1918.