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1. One of the gestalt laws of perceptual organization, being the principle that, in visual patterns, features that look similar are grouped together perceptually as units. This principle has a practical application in text design.

2. (semiotics) The basis of iconicity in resemblance.

3. In social learning theory, the degree to which an individual perceives someone to resemble themselves in some key respect(s)—a factor which can influence the likelihood of modelling.

4. (communication theory) The extent to which an audience member perceives the source of a message to be like themselves in some way—a source factor which can influence the persuasive effectiveness of the message.

5. (similarity attraction hypothesis) (social psychology) The idea that we like people who are similar to ourselves in certain respects.

Subjects: Media Studies.

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