priming & cultivation

priming & cultivation

The short term impact of media exposure on subsequent judgment or behaviors

Two-step process

• process

• consequences

process

o   The audience received a “prime” and connects it to prior knowledge (memory)

§  Prior knowledge is more accessible, likely to be used when interpreting and evaluating

consequences

Those activated concepts influence how people interpret or evaluate subsequent information.

nodal network

• primary - boundary conditions

• priming - violence, political, stereotypes

Priming – boundary conditions

• recency

• repetition of the exposure

• applicability

• subjective relevance

recency

how recent was the exposure to the stimulus

repetition of the exposure

how often you are exposed to something in a specific context

applicability

how relevant it is to the specific situation

subjective relevance

do I care about this issue? relevance to me

Priming – violence, political, stereotypes, examples

o   Participants low in trait hostility who has seen the violent clip reacted faster to aggressive words

o   Exposure to the anti-smoking advertisements resulted in more negative judgements of the teenager who smoked