COMM 102 Lecture 10: Lecture 10_ (Priming) Psych Underpinnings of Media Effects
12 Jun 2018
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PSYCHOLOGICAL UNDERPINNINGS OF MEDIA EFFECTS
PART 2: Priming
OUTLINE
● Priming
● Three priming models
● Factors that affect priming
● Significance
I. Priming
● The stud o the ativation o related onepts arhived in the mind o a media onsumer
(BT&F, pg 74)
● Based upon the psh priniples o ino proessin means o onitive omponents (BT&F,
pg 75)
● Based on the concept of cognitive neoassociation
● Social psych theory explaining how memory works
● Memory as a network of interrelated ideas rather than as bunch of individual pieces
● Two main models:
○ Schemas
○ Mental models
1. SCHEMAS
➢ A representation of knowledge about a concept or type of stimulus inclu. attributes &
relations between them
➢ Vary from person to person
➢ More universal an eperiene, the more peoples’ shemas ma e similar
➢ People within a culture share MORE schemas than people of diff cultures
2. MENTAL MODEL
● Dynamic mental rep of a situation, event, object
● Contain knowledge about how objects/processes function
● Can do the following:
○ Help us process, organize, comprehend incoming info
○ Make social judgements
○ Formulate predictions and inferences
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○ Generate descriptions & explanations of how a system operates
SCHEMAS VS. MENTAL MODEL
Schemas:
➢ More abstract
➢ Less contextualized
➢ Less mutable (liable to change)
➢ E.g. stereotypes, genres, scripts (expectations about a series of events)
Mental Model:
➢ More concrete
➢ Includes specific info about how a system or model works
➢ More easily changeable
➢ E.g. spatial models, understanding systems or mechanisms, expectations for specific
events
● PRIMING→ refers to how exposure to one stimulus triggers related concepts
○ Makes them more accessible
○ Goes beyond just memory
○ Brings up related emotions, behaviors, and responses
○ Can influence behavior W/O individual knowing
● In terms o media speiiall…
○ Exposure to media activates related thoughts that have been stored in the mind of an
audience member
○ Message content is connected, associated, or reinforced by related thoughts & concepts
that it brings to mind
○ For a certain period of time after viewing such content, a person is more likely to have
thoughts about the content, related thoughts, or memories. In some instances, the
related thoughts or memories become permanently associated with the message
content/stimulus
● Models of priming:
○ Storage bin model
○ Storage battery model
○ Synapse view model
1. STORAGE BIN MODEL
➢ FOCUS→ Time
➢ Argues that the most recently primed ideas are MOST accessible
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
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