My work researches contemporary media ecosystems and their implications on society. I study the concepts of persuasive messages and their effects on the news. Particularly I look at how individuals and groups choose to assimilate and accept information as true or false. I ask questions like, “What makes one believe and trust in one kind of information over the other? How do news organizations monetize attention in the digital world? To what extent are people with strong cultural backgrounds or in echo chambers susceptible to the effects of the media? Most of these issues are measured quantitatively (I am inclined to digital methodologies, Big Data analyses, Network analysis, Natural Language Processes (NLP), and Machine Learning) while leveraging media effects theories such as Framing, agenda-setting, and the Elaboration Likelihood Model of Persuasion (ELMP). I also use advanced Network analysis and Network agenda-setting to determine the strength of weak ties and attributes.