JMC 1100 Lecture Notes - Lecture 8: Michelle Obama, Spreading Activation
13 Mar 2018
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Document Summary
Organized systems of thoughts and information about objects, events, individuals, groups. Contains the perceiver"s knowledge, beliefs, and expectancies. Schemas simplify complex social environments by helping us process incoming information quickly and efficiently. Schemas have an automatic, or unconscious, influence on our behavior. Associations between concepts, stored in memory (one thing reminds you of something else) These associations can be activated by media content. Associations between concepts get stronger every time they are activated. Primes can be anything that we see, hear, or observe in our environment. Example: sirens can bring up many associations. Process by which a prime activates related concepts. A prime activates a memory node which activates another memory node and so on . Depending on the prime (image, text, etc) Different parts of the schema may be activated. If see picture of michelle obama in dress at a meeting. Stereotype schema contain knowledge, beliefs, and expectancies about groups (such as millennials)
