Definition: Priming refers to enhancing the effects of the media by offering the audience a prior context – a context that will be used to interpret subsequent communication.
Scheufele, D.A. (2001). Agenda-setting, priming, and framing revisited: another look at cognitive effects of political communication. Communication abstracts, 24(1).
Application: This theory can be used in community development to engage community members about sensitive issues prior to agenda setting for a community stakeholders meeting. Community organizers use priming to facilitate effective communication during the discussion.
Adaptation: This theory can be used in a marketing study to select the messaging of an advertisement.
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