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PRIMING EFFECT:Conceptual Roots, Perceived meaning, Percieved justifiability

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Theories of Communication ­ MCM 511
VU
LESSON 18
PRIMING EFFECT
Priming occurs when exposure to mediated communication activates related thoughts that have been
stored in the mind of an audience member. Media message content triggers concepts, thoughts, learning,
or knowledge acquired in the past that are related to the message content. In this way, message content
is connected, associated, or reinforced by related thoughts and concepts that it brings to mind. For a
certain period after viewing such content, a person is more likely to have thoughts or memories become
permanently associated with the message content, or stimulus.
E.g. if one views a rail accident or air accident the viewer might recall an accident he is part of. his
interest in he news story and his reaction to it may well be affected by his existing knowledge and
previous experiences.
In other words his memories primed him to react in a particular way to the story. The priming activation
may also influence a person's behavior, causing him or her to act or react in some way , sometimes with
undesirable consequences . The most sensational example of undesirable priming, in this case operating
with social learning theory may be that of COPYCAT crimes- especially murder or other violent crimes
that occurred after the person was PRIMED by movie or program
Instance of copycat crimes are grave extremes of priming. Such cases represent a very small percentage
of the population experience priming affects so completely that they actually MODEL OR IMITATE
the viewed behavior. Priming effects from the viewing of media violence are normally much more
subtle but even that level they represent cause for concern.
Conceptual Roots
Priming is based upon the concept of cognitive neo association. This social psychological perspective
attempts to explain a portion of the phenomenon memory.
To understand cognitive neo association, one must picture the brain as a complex network or pathway
that connect associated ideas, thoughts feelings and concepts.
Memory can be described as the overall network, when a person watches a television program or reads a
newspaper the information being processed triggers or activates certain pathway throughout the net
work. Individual thoughts or feelings from past experiences are remembered and associated with the
new information. These ideas and thoughts may stimulate other, related ideas and they may influence a
person's actions. Ideas connected to emotions trigger associated feelings and responses.
E.g. research has shown that thinking depressing thoughts can actually cause feeling of depression and
exposure to ideas of aggression can produce feelings of anger or even aggressive acts under some
circumstances. Similarly a sad scene in a movie, causes audience to remember similar moment in their
own lives and recall emotions associated with the events.- a painful separation, death of a lived one , a
tragic accident.
Individual differences in perceptions, of course cause priming activation strengths to vary considerably
from person to person. However, number of media effects studies have shown strong evidence for
priming, especially for the priming of ideas related to aggression. One study found that children who
read comic books with violent content were more likely to gave aggressive thoughts than children who
read comic books with more neutral contents.
Variables that enhance priming effects
Modeling from mass media, then is an efficient way to learn wide range of behavior and solution to
problems that we otherwise learn slowly or not at all , or pay too high a price to learn in the actual
environment.
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Theories of Communication ­ MCM 511
VU
Research has shown that there are some intervening variables that strengthen the cause- effect
phenomenon when they are present , which are following:
i.
The perceived meaning of the communication
ii.
The perceive justifiability of the witnessed aggression
iii.
The extent to which audiences identify with the characters
iv.
The perceived reality of the mediated communication
v.
The stimulus of prior experiences
1. Perceived meaning
In a research first participants were angered then shown professional prize fights and professional
football. They were given the information that either they were fighting to hurt others or simply
performing their professional jobs. Afterwards there were asked to give electric shocks to those who
angered them. The ones who were told that athletes were trying to hurt each other showed evidence of
being `primed' with more aggressive thoughts as they administered more punishing electrical
2. Percieved justifiability
Research has also shown that viewers of mediated violence are also influenced in their actions by the
outcomes of the situations they see.
A number of studies reveal that viewers believe what happens on television or in movies could also
happen to them if they behave in ways similar to the characters depicted .When viewers see aggressors
suffering as a result of their behavior; they are les likely to imitate the aggressive behavior. Also when
viewers are reminded of the serious and unfortunate consequences of violence, aggression is usually
restrained
3. Character identification
Research has shown that identification with a media character enhances priming effects. In an
experiment first participants were angered and then shown a prizefight.
One group was told to think of themselves as the winner. The 2nd group was asked to think of
themselves as the referee. The 3rd group did not receive any instructions.
Half the group was asked to think of the word `hit' each time winner punched his opponent. After the
movie each participants had the opportunity to shock the person who had angered him, the most severe
punishment was administered by the group of men who had pictured themselves as the winner and had
thought hit with each punch
4. Perceived reality
The perceived reality of media depictions can also intensify the strength of priming effects. Research
has shown that priming effects are strongest when audiences believe they are witnessing actual rather
than fictional events. E.g. in one study angered participants saw the same war film, but only half were
told it was a fictional movies. The other half were led to believe that the film depicted actual combat
groups. Similarly in another study similar results among three groups of 5th and 6th grade children. first
group saw a fight being reported realistically on the news.
2nd in the context of fantasy entertainment.
3rd in control viewed as an ordinary commercial . When tested first group scored significantly higher on
an aggression index than the other two.
5. Memories of prior experiences
Another factor identified with enhancing priming effects is that of prior learning or remembered
experiences. As an audience member views a violent act, he or she remembers other occasions when
semantically similar thoughts or feelings cropped up. The memory reactivates a neural network and
strengthens the effects of priming.
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Theories of Communication ­ MCM 511
VU
Recent research and the future trends
In recent years effects scholars have continued to study priming effects, especially those that result from
exposure to media violence. In the Annual Review of Sociology it was stated that much of the evidence
that links mediated violence to the aggressiveness or the priming of aggressive thoughts.
In recent years, priming effects have been found in areas of communication research other than media
violence studies such as political communications, Minority portrayals and Advertisements.
The number of media effects studies base upon priming theory continues to increase as more research
seek to identify the links between media priming and the subsequent attitudes and behaviors of audience
members.
Summary
Priming is a popular area of media effects research that explores the cognitive components of
information processing.
Priming occurs when exposure to mediated communication activates related thoughts in the mind of an
audience member.
Media content triggers concepts, thoughts, learning or knowledge acquired in the past and related to the
message content.
For a certain period of time after viewing, a person is more likely to have thoughts about the content,
related thoughts, or memories, sometimes these related thoughts become permanently associated with
the message content or stimulus.
Priming may influence a person's behavior
The person may act or react in a certain way, sometimes with undesirable consequences. . Instances of
copycat crimes are grave extremes of priming.
Priming is based upon the concept of cognitive neo association which attempts to explain the
phenomenon of memory. Individual thoughts or feelings from past experiences are remembered and
associated with the new information.
Ideas connected to emotion trigger associated feelings and responses, audience members are likely to
have thoughts with similar meanings to what they are viewing or semantically similar thoughts.
Most studies on priming use tight controls in laboratory situations.
The connection between the priming of aggressive thoughts and the actual display of aggression is not
particularly strong unless certain variables are present. These include:
·
The perceived meaning of the communication
·
The perceived justifiability of the witnessed aggression
·
The perceived reality of the mediated communication and e
·
The stimulus of prior experiences
In recent years, a number of media violence studies have shown evidence for priming effects. Future
research on priming by media effects scholars will continue to search for answers.
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Table of Contents:
  1. COMMUNICATION:Nature of communication, Transactional approach, Communication is symbolic:
  2. THEORY, PARADIGM AND MODEL (I):Positivistic Perspective, Critical Perspective
  3. THEORY, PARADIGM AND MODEL (II):Empirical problems, Conceptual problems
  4. FROM COMMUNICATION TO MASS COMMUNICATION MODELS:Channel
  5. NORMATIVE THEORIES:Authoritarian Theory, Libertarian Theory, Limitations
  6. HUTCHINS COMMISSION ON FREEDOM, CHICAGO SCHOOL & BASIC PRINCIPLES OF SOCIAL RESPONSIBILITY THEORY
  7. CIVIC JOURNALISM, DEVELOPMENT MEDIA THEORY & DEMOCRATIC PARTICIPANT THEORY
  8. LIMITATIONS OF THE PRESS THEORY:Concentration and monopoly, Commercialism
  9. MCQUAIL’S FOUR KINDS OF THEORIES:Social scientific theory, Critical theory
  10. PROPAGANDA THEORIES:Origin of Propaganda, Engineering of Consent, Behaviorism
  11. PARADIGM SHIFT & TWO STEP FLOW OF INFORMATION
  12. MIDDLE RANGE THEORIES:Background, Functional Analysis Approach, Elite Pluralism
  13. KLAPPER’S PHENOMENSITIC THEORY:Klapper’s Generalizations, Criticism
  14. DIFFUSION OF INNOVATION THEORY:Innovators, Early adopters
  15. CHALLENGING THE DOMINANT PARADIGM:Catharsis Social learning Social cognitive theory
  16. SOCIAL COGNITIVE THEROY:Symbolizing Capacity, MODELLING
  17. MODELING FROM MASS MEDIA:Recent research, Summary, PRIMING EFFECTS
  18. PRIMING EFFECT:Conceptual Roots, Perceived meaning, Percieved justifiability
  19. CULTIVATION OF PERCEPTIONS OF SOCIAL REALITY:History
  20. SYSTEMS THEORIES OF COMMUNICATION PROCESSES:System
  21. EMERGENCE OF CRITICAL & CULTURAL THEORIES OF MASS COMMUNICATION
  22. REVISION:Positivistic perspective, Interpretive Perspective, Inductive approach
  23. CRITICAL THEORIES & ROLE OF MASS COMMUNICATION IN A SOCIETY -THE MEDIATION OF SOCIAL RELATIONS
  24. ROLE OF MASS MEDIA IN SOCIAL ORDER & MARXIST THEORY:Positive View
  25. KEY PRINCIPLES USED IN MARXISM:Materialism, Class Struggle, Superstructure
  26. CONSUMER SOCIETY:Role of mass media in alienation, Summary of Marxism
  27. COMMUNICATION AND CULTURE:Neo Marxism, Characteristics of Culture
  28. HEGEMONY:What exactly is the meaning of "hegemony"?
  29. CULTURE INDUSTRY:Gramscianism on Communications Matters
  30. POLITICAL ECONOMIC THEORY I:Internationalization, Vertical Integration
  31. POLITICAL ECONOMIC THEORY II:Diversification, Instrumental
  32. POLITICAL ECONOMIC THEORY III:Criticism, Power of Advertising
  33. AGENDA SETTING THEORY:A change in thinking, First empirical test
  34. FRAMING & SPIRAL OF SILENCE:Spiral of Silence, Assessing public opinion
  35. SPIRAL OF SILENCE:Fear of isolation, Assessing public opinion, Micro-level
  36. MARSHALL MCLUHAN: THE MEDIUM IS THE MESSAGE AND MASSAGE
  37. KNOWLEDGE GAP THEORY:Criticism on Marshal McLuhan
  38. MEDIA SYSTEM DEPENDENCY THEORY:Media System Dependency Theory
  39. USES AND GRATIFICATIONS THEORY:Methods
  40. RECEPTION THEORY
  41. FRAMING AND FRAME ANALYSIS:Information Processing Theory, Summing up
  42. TRENDS IN MASS COMMUNICATION I:Communication Science, Direct channels
  43. TRENDS IN MASS COMMUNICATION II:Communication Maxims, Emotions
  44. GLOBALIZATION AND MEDIA:Mediated Communication, Post Modernism
  45. REVISION:Microscopic Theories, Mediation of Social Relations