As a social scientist, with a PhD from the University of Leuven in Belgium (1996), Jan Van den Bulck is interested in involuntary and incidental media effects. He has studied how the entertainment media in general, and fiction in particular, affect our perception of the real world. Much of his work in this area has been tied to cultivation theory. He is particularly interested in how TV viewing affects our knowledge of violence and the world of law enforcement, and of health and the world of emergency medicine.As an epidemiologist, with a DSc from the Netherlands Institute for Health Sciences (2006) he is also interested by the health effects of media use. His research in this field has focused on the effects of media use on a variety of eating and exercise behaviors, but in recent years he has mainly studied the relationship between media use and sleep.Jan Van den Bulck has studied media effects in adult and young populations.The rapid changes in media hardware and media content mean that studying effects of the media is in constant flux. The methodological problems studying of new and established uses of new and old media, are therefore inextricably tied to any research of their effects.