Overview of Media Priming Theory
Priming is a theory that takes its roots from psychology. Media priming is enhancing the effects of media by implanting an earlier stimulus to influence later communication. In essence, priming says that the media can control the interpretation of new information we receive, because of previous information we have learned before. This previous information generates a prior context, thus through whose lens all new information will be perceived. The priming effect works through activation of association in our memory. Case in point, the "say [word] ten times fast" joke is a rudimentary example of priming. For instance, having someone say "coast" ten times, following by "boast" ten times, and then asking the person, "What do you put in a toaster?" The respondent's mind has been repeatedly primed with words ending in "-oast" that they are likely to say "toast" is put in a toaster instead of bread. Furthermore, media messages may help us recall old ideas, knowledge, information, or experiences. This can lead to a substantial effect on judgments, new decisions, and thought processes. The priming effect is an unconscious process and generally involuntary. This means that using media priming, messages in the media can unknowingly affect audiences and influence behaviors without having the person or consumer aware of it. Moreover, media priming businesses are able to implement certain messages and ideas to their audiences indirectly, and without being overtly apparent. For example, if audiences are exposed to concepts that are say sexual or violent, there is a possibility they may act out in behaviors likewise. Media priming is used as a psychological tool for many advertisers globally. It is safe to say that all media consumers have experienced effects of media priming in some degree without even knowing it.
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