Аннотация:Abstract Priming concerns the act of triggering a concept in one's memory (e.g., violence) via exposure to an image (e.g., gun), word (e.g., fight), sound (e.g., gunshot) or a combination of representations of the concept. Studies of media priming effects examine what kinds of concepts are triggered by specific media depictions or combinations of depictions, as well as how the primed concepts influence subsequent cognitions, affects, and behaviors, unbeknownst to the media user. Media priming is characterized, thus, as occurring outside our conscious awareness, working within our own memory to shift which ideas become top‐of‐mind, having temporary rather than long‐lasting effects, and being most applicable to impulsive rather than deliberative thoughts and actions. Media priming is therefore a particularly compelling explanation for understanding how music might bias first impressions, how advertisements might influence an impulse purchase, and how movies might temporarily elevate aggressive tendencies.
