Toward a holistic approach to communication: The effect of “pure” hemispheric reception on message acceptance

Abstract

This study examined the relationship between hemispheric processing of complex messages and message acceptance. In particular the research sought to answer several questions regarding the processing and interpretation of persuasive messages and message sources. Based on the results of this research it was concluded that (1) the brain's right and left hemispheres, when isolated from one another, process information according to a particular “style,” (2) that semantic properties of language influence hemispheric processing, and (3) that message sources are perceived differently by the right and left hemispheres. Potential implications for the study of communication in terms of message style and acceptability, language intensity, perceptions of source, and perceptions of threat conclude this analysis.

Key concepts:

• Message processing
• hemispheric style
• language intensity
• persuasion
• information processing
• neurocommunication
• auditory processing
• brain
• neurophysiology
• psychobiology