Part I. Introduction: 1. The media equation; Part II. Media and Manners: 2. Politeness; 3. Interpersonal distance; 4. Flattery; 5. Judging others and ourselves; Part III. Media and Personality: 6. Personality of characters; 7. Personality of interfaces; 8. Imitating a personality; Part IV. Media and emotion: 9. Good versus bad; 10. Negativity; 11. Arousal; Part V. Media and Social Roles: 12. Specialists; 13. Teammates; 14. Gender; 15. Voices; 16. Source orientation; Part VI. Media and Form: 17. Image size; 18. Fidelity; 19. Synchrony; 20. Motion; 21. Scene changes; 22. Subliminal images; Part VII. Final Words: 23. Conclusions about the media equation; References.

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