Factors affect the audiences

Audiences will be easily affected by their emotions when judging a the media, and here are two factors that may inflence their choices.

I am deeply fond of the Priming Theory, which refers to the effect of some preceding stimulus on subsequent events. Because though media priming seems to have limited effects, it actually can have largely potential large effects. Take the 1992 Presidential Election for example. Nobody can imagine such an overwhelming famous president can be uncultivated because of the shifting media coverage fro international to domestic issues, which reflects political media does not influence what you think, but what information you use to make judgments. Another two models of priming, aggression priming and stereotyping priming are also introduced, and limitations are compared. But all these priming models have a problem in increasing accessibility, which can be a good direction for future research.

Emotion and Media Effects focuses on the emotion effect as the impetus for Media Selection, the outcome of Media Exposure and the Mechanism of Effect by using the methods of self-report and neurophysiological assessments. Emotion here classified into dimensional model and discrete model. They are different in whether emotion states are influenced individually or not. Zillmann’s MMT indicates that people may be aware of their reasons for media selection driven by hedonistic desires. What we see in media is similar to what happed in real life distinctly, so we will respond to media content as if it were true. Also both excitation transfer and desensitization will lead to the intensity of emotional response. Emotions can give rise to other three effects on message processing based on LC4MP, persuasion and aggressive behavior. As advanced development of technology, viewers can get better access to information online, and they also get more involved in social network, it will be meaningful to find out how media impact emotional lives.