Internet Affordances drive Uses & Gratifications A Cognitive Heuristics Approach. S. Shyam Sundar Media Effects Research Lab The Pennsylvania State University. Where Have All the Audiences Gone?. They’ve become “users” Action, not simply reception
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Internet Affordances drive Uses & GratificationsA Cognitive Heuristics Approach
S. Shyam Sundar
Media Effects Research Lab
The Pennsylvania State University
Cues also dictate uses and gratifications of internet-based media
(e.g., contingency; dialogue; flow)
# of contacts on social networking site
Google News cues)
M A I N Model
Bells & Whistles
Level of Detail
Sundar, S. Shyam. “The MAIN Model: A Heuristic Approach to Understanding Technology Effects on Credibility." Digital Media, Youth, and Credibility. Edited by Miriam J. Metzger and Andrew J. Flanagin. The John D. and Catherine T. MacArthur Foundation Series on Digital Media and Learning. Cambridge, MA: The MIT Press, 2008. 73–100.