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Media Equation Theory

  • By: David Weiss
  • In: Encyclopedia of Communication Theory
  • Edited by: Stephen W. Littlejohn & Karen A. Foss
  • Subject:General Media, Communication & Cultural Studies, Communication Theory

Media equation theory, developed in the 1990s by Byron Reeves and Clifford Nass, argues that we respond to communication media, media technologies, and mediated images as we do to actual people and places. At its simplest, the theory (sometimes referred to as the media ...

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