1. Chapter 5
Priming Effects

2. Priming
A popular area of media effects research based upon the psychological principles of information processing by means of cognitive components.

3. 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

4. Conceptual Roots Cognitive neoassociation Memory
Past experiences remembered
Semantically similar thoughts

5. Research Tradition Subtly introduce certain thoughts into the mind
Test individuals to see the extent of the priming effect

6. Variables That Enhance Priming Effects
Intervening variables:
The perceived meaning of the communication
The perceived justifiability of the witnessed aggression
The extent to which audiences identify with the characters
The perceived reality of the mediated communication
The stimulus of prior experiences.

7. 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)
Is this ok?

8. 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.

9. Variables That Enhance Priming Effects (Cont’d)
Memories of Prior Experiences
Remembering prior experiences strengthens the effects of priming

10. Theoretical Bases for Priming
Triadic reciprocal model: attempts to explain human behavior
Three components:
The person’s behavior
Cognitive, biological, or other personal factors
Environmental influences

11. Recency Vs. Frequency Storage Bin Model Storage Battery 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

12. Recent Research and Future Trends
Effects of mediated violence on the priming of aggressive thoughts
Priming effects through:
Playing video games
Watching sporting events
Viewing violent content
Music videos