On February 5th, Associate Professor Susanne Baumgartner delivered an ASCoR lunch lecture titled "Why We See Media Effects but Do Not Find Them." She thoroughly reviewed and actively investigated media effects using various methodologies across diverse populations, thereby facilitating critical discussions about the conceptualization of media effects. Additionally, drawing on psychological theories such as habituation, adaptation, and learning processes, she outlined practical guidelines for studying these effects. She emphasized the importance of conducting controlled field experiments with first-time users, controlling for previous exposure and identifying mechanisms likely to be followed after exposure.
