Race-Specific Advertising on Commercial Websites: Effects of Ethnically Ambiguous Computer Generated Characters in a Digital World

Technological advancements in computing, communication technologies and information management have significantly altered the nature of mass media within the last two decades (Chaffee & Metzger, 2001). The establishment of a virtually limitless wave of channels through increasing broadband connectivity and new technological developments has ultimately led to the ‘demassification’ of the media (Chaffee & Metzger, 2001; Tharp, 2001). The enhanced bi-directionality of communication by virtue of the new information age, has provided users with AstrAct