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See alsomedia priming.

1. (cognitive psychology) The triggering of particular expectations, associations, or memories by a contextual cue (or prime): for instance, recognition of the word ‘butter’ is faster if the word ‘bread’ has just been used. In schema theory, an active schema can be seen as a form of priming. The concept is similar to that of perceptual set.

2. In persuasive communication, providing a prior context within which subsequent communication will be interpreted.

Subjects: Media Studies.

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