I don't know if I built anything specifically, but I'd like to think of myself as a champion for technology effects. I've been championing the cause of technological effects and user psychology, and also championing interdisciplinary work, or multidisciplinary work, bringing several disciplines most especially communication, psychology, and computer science into the fold and trying to understand them together. My main work has been in the area of the effects of technology. The first type of effects that I spent a good deal of early part of my career was on the effects of interface cues. Which was published some 15 years ago in the form of MAIN model. The second area pertains to the effects of user actions on the interface with a focus on interactivity and customization. The idea is that such actions have psychological effects, what people do, or how the audience members, or users, as we call them, interact with the media can change the nature of communication itself, and all the effects of that communication. These effects are a direct result of user actions on the interface, and not simply those of cues on the interface. I pulled them all together, under the Theory of Interactive Media Effects, or TIME. It's a culmination of different models that I've been working on. Some of those models are: Interactivity Effects Model, the Agency Model of Customization, the Motivational Technology Model, of which you're a co-author. The Motivation Technology Model is really premised on self-determination theory to explain how people can be motivated to engage with technologies, especially, that have pro-social outcomes, like health apps. Whereas the Agency Model of Customization is the psychological effect that happens when you customize your media environment. Or when you create or curate content, which is increasingly possible with modern social media. The Interactivity Effects Model has to do with delineating the different kinds of interactivity that we have, and typologizing. This is a typology that I came up with. Even before this, during my PhD dissertation days, I came up with a typology of online sources. For me, the confusing multiplicity of sources that came about with the arrival of the World Wide Web, where we could not tell if the source was a newspaper, or it was another person, or if it was other people on the internet, or serving as sources of news. For me, that presented a big challenge for the reader because the reader cannot factor sources into their evaluation of stories. The source signal was becoming much more muddied than it was with television or newspapers. I needed to figure out a strategy to typologize, and that's really what I did for my dissertation. Then more recently, I've come up with different typologies of uses and gratifications so that they can be applied to modern media. In many ways, I see myself as initially a conceptualizer, or I've been conceptualizing things and putting them in different buckets. That's what the work of typology is, and building taxonomies, and then graduated to building models, and then graduated them to building a theory, the Theory of Interactive Media Effects. Then, that theory has been, thankfully quite generative, in that I've been able to apply it to, for example, AI. Resulting in the Human AI Interaction Model, which is what we call the HAII TIME, that's the study of human-AI interaction from the perspective of the Theory of Interactive Media Effects. These I would say, broadly, are my contributions to the field.