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Chapter 5
Priming Effects
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Priming
• A popular area of media effects
research based upon the
psychological principles of
information processing by means of
cognitive components.
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Activation of Priming
• When exposure to mediated
communication activates related
thoughts that have been stored in
one’s mind
• May cause a reaction with
undesirable consequences
• Copy cat crimes
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Conceptual Roots
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Cognitive neoassociation
Memory
Past experiences remembered
Semantically similar thoughts
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Research Tradition
Subtly introduce certain thoughts into the mind
Test individuals to see the extent of the priming effect
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Variables That Enhance
Priming Effects
Intervening variables:
1. The perceived meaning of the
communication
2. The perceived justifiability of the
witnessed aggression
3. The extent to which audiences identify
with the characters
4. The perceived reality of the mediated
communication
5. The stimulus of prior experiences.
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Variables That Enhance
Priming Effects (Cont’d)
• Perceived meaning
• L. Berkowitz and J.
Alioto experiment
(1973)
• Perceived
justifiability
• Viewers of mediated
violence are also
influenced in their
actions by the
outcomes of the
situations they see
• R. Goranson (1969)
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Variables That Enhance
Priming Effects (Cont’d)
• Character
identification
• Identification with a
character enhances
priming effects.
• Turner & Berkowitz
(1972)
• Perceived reality
• Priming effects are
strongest when
audiences believe
that they are
witnessing actual
events.
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Variables That Enhance
Priming Effects (Cont’d)
• Memories of Prior Experiences
• Remembering prior experiences
strengthens the effects of priming
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Theoretical Bases for Priming
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Triadic reciprocal model: attempts to
explain human behavior
Three components:
1. The person’s behavior
2. Cognitive, biological, or other personal
factors
3. Environmental influences
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Recency Vs. Frequency
• Storage Bin Model
• Recently primed concepts are strongest
• Storage Battery Model
• Emphasizes frequently primed concepts
• Synapse View Model
• Time determines whether recently or
frequently primed concepts emerge as
more important
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Recent Research and Future
Trends
• Effects of mediated violence on the
priming of aggressive thoughts
• Priming effects through:
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Playing video games
Watching sporting events
Viewing violent content
Music videos
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