As expenditures in online advertising and public relations continue to increase, students should be prepared for the opportunities and challenges presented by an increasingly interactive Web 2.0 world. Yet a review of both the pedagogical and research literatures revealed no established framework around which educators or students can readily comprehend the many existing and emerging uses of digital media and the increasingly varied and sophisticated means for evaluating their effectiveness. This article addresses this gap in the literature with a conceptual and instructional model of online and digital media selection and evaluation. The article concludes with recommendations for future conceptual work on the topic of digital media and the assessment of their effectiveness.
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