BCOM 201 Study Guide - Midterm Guide: Walter Lippmann, George Gerbner
Document Summary
How is priming activated, exposure to the media communication activates related thoughts that have been stored in the audience member. Message content is reinforced by the related thoughts and concepts it brings to mind: media violence priming has been based upon two models, what are they, cognitive neoassociation model and general affective aggression. Model: what is the cognitive neoassociation model, past experiences are remembered and associated with new information, what is the general affective aggression model. Viewer performs more careful secondary appraisal about reactions: what are intervening variables? , strengthen priming effects. Include perceived meaning, perceived justifiability, character identification, perceived reality, and memories of prior experiences: give me an example of perceived meaning , prize fight or football. Told they were just playing the game or told they were trying to hurt each other: give me an example of perceived justifiability , the a team.
