Abstract. Despite the substantial attention paid to stress management in the extant coping literature, media use has been surprisingly overlooked as a strategy worthy of close examination. Although media scholars have suggested media use may be driven by a need to relax, related research has been sporadic and, until recently, disconnected from the larger conversation about stress management. The present research aimed to determine the relative value of media use within the broader range of coping strategies. Based on surveys of both students and breast cancer patients, media use emerged as one of the most frequently selected strategies for managing stress across a range of personality and individual difference variables. Further, heavier television consumers and those with higher perceived stress were also more likely to use media for coping purposes. Finally, those who choose media for stress management reported it to be an effective tool, although perhaps not as effective as other popular strategies. This research not only documents the centrality of media use in the corpus of stress management techniques, thus highlighting the value of academic inquiry into media-based coping, but it also offers evidence supporting the positive role media use can play in promoting psychological well-being.