media priming

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A psychological phenomenon whereby media content is seen as providing a prior frame of reference (a prime) within which subsequent related content may be interpreted, as in theories of agenda setting. Media genres and stereotyping are also forms of priming: contextual frameworks which set up certain expectations. In the rhetoric of the effects tradition (especially within the violence debate), media-priming effects are short-term attitudinal or behavioural patterns attributed to prior exposure to related media content. The concept is derived from its usage in cognitive psychology (see priming).

Subjects: Media Studies.

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