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.

KEYWORDS:

• Media priming
• priming
• media effects
• cognitive processing

Acknowledgements

Thank you very much to Dr. Dave Ewoldsen and Dr. Brett Sherrick for their very helpful and constructive feedback on earlier versions of this manuscript.

Disclosure statement

No potential conflict of interest was reported by the author.