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11 Cards in this Set
- Front
- Back
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Priming |
A popular area of media effects research based upon the psychological principles of information processing by means of cognitive components. |
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Activation of Priming |
Exposure to media communication activates related thoughts that have been stored in audience member. Message content reinforced by the related thoughts and concepts it brings to mind. Sometimes, these related thoughts become permanently associated with the message content (stimulus). |
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Cognitive Neoassociation |
Is a social psychological perspective that attempts to explain a portion of the phenomenon of memory.
Ex.
Thinking depressing thoughts can cause feelings of depression. Watching a love scene can awaken memories of similar emotions. |
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General Affective Aggression Model |
Explains priming as a three-step process. Step one: Arousal is increased when exposure to mediated violence primes hostile thoughts and anger. Step two: A primary or automatic appraisal is made in the mind of the viewer. Step three: A secondary appraisal is made in which the viewer thinks more carefully about reactions to the prime. |
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Mental Models |
A dynamic mental representation of a situation, event, or object.
(1) We use this to process, organize, and comprehend incoming information. (2) Make social judgements. (3) Formulate predictions and inferences. (4) Generate descriptions and explanations of how a system operates. Time bound but exist longer than network models. Mutable, dynamic and contextualized. Explains priming effects of political messages that last weeks or months. |
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Situation Model |
Is a type of mental model that is less abstract than mental models or schemas. A person creates this in memory to represent a particular story or episode viewed via mass media, whereas a person would create a mental model based on a number of related stories or episodes. |
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Schema |
Is a cognitive structure that represents knowledge about a concept or type of stimulus, uncluding its attributes and the relationship among those attributes. These are similar to mental models, but are more abstract, less contextualized, and less mutable. |
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Intervening Variables |
Variables that strengthen and serve as catalysts for the cause-effect phenomenon when they are present. Include the following, 1. Percieved meaning of communication. 2. Perceived justifiability of the witnessed aggression. 3. Extent to which audiences identify with the characters. 4. Perceived reality of the mediated communication. 5. Stimulus of prior experience. |
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Perceived Justifiability |
Viewers believe what happens on television or in movies could also happen to them if they behave in ways similar to the characters depicted. |
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Character Identification |
Identification with a media character enhances priming effects. |
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Perceived Reality |
Priming effects are strongest when audiences believe they are witnessing actual rather than fictional events. |
