This research study separates audience perceived media functions into two conceptually distinct and yet empirically closely connected dimensions: normative/expected roles and actual performance. Using data from a random sample survey of 1,000 Guangzhou residents, we tested individuals' media consumption patterns and information processing strategies. Factor analysis shows there are three types of perceptions of media functions: "tongue of the mass," "monitor of the power," and "negative perceptions." The three frames of reference exhibit very different demographic characteristics and paths of influence on information use and processing.