I believe the answer is: message effects
message effects refers to the process of transferring a certain set of view or principles by using another medium rather than using direct contact/teaching. In the example above, the sesame streets and dora the eplorer are what considered to be the medium that can be used to teach the children with a certain knowledge or value.
A media scholar is trying to find out if children who watch sesame street do better in second grade than children who watch Dora the explorer. He is looking for message effects.
