Toward a theory of media priming

Abstract

This manuscript puts forth a theory of media priming, where media priming occurs when information from media content is utilized outside the media consumer’s awareness. The media consumer is influenced by a specific aspect of that media content (i.e. a prime), but they are unable to mentally trace the source of said influence. Media priming operates entirely within System 1 processing (fast, automatic, and with little effort) and should only include effects of a prime that are beyond the conscious awareness of the media consumer. Potentially operating through System 2 processing (slow, controlled, and with greater effort), ‘political priming’ may constitute a different phenomenon that examines the impact of information processed and applied within the media consumer’s awareness.

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