ABSTRACT
At the very core, the field of communication is concerned with detecting patterns in media and communication, understanding the processes that affect the production of, and the contingencies of the effects. Exposure therefore stands out as one of the crucial and unifying concepts: it is to some extent the “cradle of the field.” On the one hand, if we fail to understand what it means to encounter media content, or are not able to measure it reliably and validly, the very foundations of the field are weak. On the other hand, thinking more deeply about the concept, offering reflections on developments, assessing weaknesses, and testing solutions, is also a genuine opportunity for the field. Either way, in our view, the exposure concept is a true core concept to keep paying attention to.
