Chapter 08: Audience Individual Perspective

Key idea of Chapter 08 (Audience Individual Perspective)

People’s traits and exposure states influence how they filter, match, and construct meaning from media—both consciously and unconsciously

3 information-processing tasks?

(1) filtering, (2) meaning matching, (3) meaning construction

Filtering 

Deciding what to pay attention to or ignore 

Meaning Matching 

Recognizing symbols and recalling learned meanings 

Meaning Construction

Creating personal meaning beyond memorized definitions

Why is filtering necessary?

Human face 11 million sensory inputs per instant but can process only ~40 consciously, so most information must be filtered out

What performs filtering? 

Automatic mental routines—like spam filters—often programmed partly by others (i.e. algorithms). 

What risk does algorithmic filtering pose?

It narrows exposure and opportunities, shaping what people see and experience without awareness (“filter bubble”).

What is meaning matching?

Automatically recognizing symbols and retrieving their memorized meaning → a competency, not a skill.

Example of Meaning Matching 

Hearing a notification tone and instantly knowing if it is a text

Why can meaning matching be limiting?

It stops at surface meanings and discourages deeper interpretation

What is meaning construction?

Actively using reasoning (induction, deduction, synthesis) to build personal meaning → a skill, not an automatic process.

What determines how people construct meaning? 

Personal experiences, context, and framing; people interpret messages differently 

Key difference between competencies vs. skills?

Competencies = automatic, factual abilities; skills = developed, creative thinking abilities

What do the “clock” and “cloud” metaphors represent?

Clock = mind as orderly, mechanical (fits meaning matching). Cloud = mind as dynamic and creative (fits meaning construction).

What’s the difference between exposure and attention? 

Exposure = being in contact with a message; attention = conscious awareness of it. 

Physical Exposure

Message and person share the same space/time

Perceptual Exposure

Senses can perceive the stimuli (within human sensory range)

Psychological Exposure

Message leaves a trace in memory (conscious or unconscious) 

What is subliminal vs. subconscious?

Subliminal = below sensory detection (no exposure); subconscious = processed without awareness (is exposure).

What must occur for attention?

All 3 exposures + conscious awareness of the message

Why is attention rare? 

The mind is constantly bombarded and easily distracted 

4 states of media exposure?

Automatic state = unaware; passive filtering. Attentional state = aware and interacting. Transported state = deeply absorbed; lose self-awareness. Self-Reflexive State = hyperaware; analyzing both message and self. 

Why state has highest emotion?

Transported

Which has highest cognition?

Self-reflexive

What 2 broad kinds of traits affect processing? 

Cognitive traits (thinking) and emotional traits (feeling) 

Field Independency

Ability to distinguish signal from noise; independent = focus on essentials, dependent = easily distracted.

Crystalline Intelligence

Memorization of facts and logic (vertical thinking). Helps with meaning matching

Fluid Intelligence 

Creativity and insight (lateral thinking). Helps with meaning construction 

Conceptual Differentiation

Number and precision of categories used to classify info (sharpeners vs. levelers).

Compare Crystalline vs. Fluid Intelligence

Crystalline = fact-based, logical, systematic. Fluid = creative, intuitive, problem-solving. Both → higher media literacy when balanced

Emotional Intelligence 

Awareness/control of emotions; empathy and self-management improve media comprehension 

Tolerance for Ambiguity 

Comfort with uncertainty; high tolerance = curious and analytical, low = avoidant 

Non-Impulsiveness

Thoughtful, reflective decision-making rather than rushing to closure

How can you improve media literacy?

Analyze your filtering habits (what you attend to & why). Re-evaluate memorized meanings for accuracy. Strengthen meaning construction skills through analysis & synthesis. Develop both cognitive and emotional traits to process info critically.

Filtering relies on…

analysis & evaluation skills. 

Meaning matching relies on…

competencies.

Meaning construction relies on…

grouping, induction, deduction, synthesis skills.

Difference between competencies & skills? 

Competencies = automatic abilities (reading, symbol recognition). Skills = trainable mental abilities (analysis, evaluation, synthesis) 

What is the main takeaway from Chapter 08 (Audience Individual Perspective)?

Our brains automatically filter and match most media, but true understanding requires conscious meaning construction. By developing cognitive and emotional skills, we gain control over how media influence us—making us more media-literate and self-aware.