This volume takes the next step in the evolution of mass
communication research tradition from effects to processes -- a
more detailed and microanalytical analysis of the psychological
processes involved in receiving and reacting to electronic media
messages. This domain includes investigations into those
psychological processes that occur between the process of selecting
media messages for consumption and assessments of whatever
processes mediate the long-term impact such message consumption may
have on consumers' subsequent behavior. The editors strive to
further understanding of some of the basic processes underlying the
ways we gain entertainment and information.
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