Media psychology seeks to understand how media as a factor in the growing use of technology impacts how people perceive, interpret, respond, and interact in a media rich world. Media psychologists typically focus on identifying potential benefits and negative consequences of all forms of technology and work to promote and develop positive media use and applications. The term 'media psychology' is often confusing because many people associate 'media' with mass media rather than technology. Many even have the idea that media psychology is more about appearing in the media than anything else. The 'media' in Media Psychology means 'mediated experience' not any single kind of media or technology.