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In this theoretical article, we introduce the Differential Susceptibility to Media Effects Model (DSMM), a new, integrative model to improve our understanding of media effects. The DSMM organizes, integrates, and extends the insights developed in earlier microlevel media-effects theories. It distinguishes 3 types of susceptibility to media effects: dispositional, developmental, and social susceptibility. Using the analogy of a mixing console, the DSMM proposes 3 media response states that mediate media effects: cognitive, emotional, and excitative. The assumptions on which the DSMM is based together explain (a) why some individuals are more highly susceptible to media effects than others, (b) how and why media influence those individuals, and (c) how media effects can be enhanced or counteracted.

The aim of this study was to investigate the consequences of friend networking sites (e.g., Friendster, MySpace) for adolescents' self-esteem and well-being. We conducted a survey among 881 adolescents (10-19-year-olds) who had an online profile on a Dutch friend networking site. Using structural equation modeling, we found that the frequency with which adolescents used the site had an indirect effect on their social self-esteem and well-being. The use of the friend networking site stimulated the number of relationships formed on the site, the frequency with which adolescents received feedback on their profiles, and the tone (i.e., positive vs. negative) of this feedback. Positive feedback on the profiles enhanced adolescents' social self-esteem and well-being, whereas negative feedback decreased their self-esteem and well-being.