s paradigm is a
natural area to begin conceptualizing theories of SNS effects.
Media effects scholars examine the outcomes that arise when
people use new technologies. Talking about effects engenders
important theoretical discussions that must be laid clear when
examining studies. Most significantly, the term implies a
focus on causality. Studies in this framework imply that
a media form, or the features of the technology, causally
influences some outcome (Eveland, 2003). The structure of
questions from this perspective is usually in the form of