Priming

In communication science, the priming approach sheds light on how media primes shape our ideas, opinions, or decisions. The textbook discusses the psychological roots of the approach, introduces the readings according to Iyengar/Kinder as well as Price/Tewksbury, distinguishes priming from other concepts such as agenda setting, framing, and cultivation, and discusses key studies as well as methodological approaches. The completely revised, updated, and expanded new edition takes greater account of the digital age, introduces considerations of communicative priming, and links the approach to current problems and discourses (e.g. climate change, artificial intelligence, Black Lives Matter, COVID-19, war in Ukraine, etc.).