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Published online by Cambridge University Press: 17 June 2020
Reaching people is not enough. Communicators want to influence them as well. So, the question becomes what effects digital media have on those exposed to them. Do digital media change the game by rendering people helpless under their spell? Or do they introduce new groups of people to politics who previously abstained? Any new step in the development of media technology raises the same question: Is it business as usual or do we experience a whole new set of effects? In examining the effects of digital media on users, we should at least be conscious of communication research’s findings of previous eras.
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