As concern about public opinion, propaganda, and the impact of the media merged with the growth of journalism and mass communication departments in colleges and universities, media researchers looked more and more to behavioral science as the basis of their research. Between 1930 and 1970, “Who says what to whom with what effect?” became the key question “defining the scope and problems of American communications research.”¹¹ In addressing this question specifically, media effects researchers asked follow-up questions such as this: If children watch a lot of TV cartoons (stimulus or cause), will this repeated act influence their behavior toward their peers (response or effect)? For most of the twentieth century, media researchers and news reporters used different methods to answer similar sets of questions—who, what, when, and where—about our daily experiences. (See “Media Literacy and the Critical Process: Wedding Media and the Meaning of the Perfect Wedding Day”.)