Scribd Logo
Upload

Welcome to Scribd!

  • 59 views

    Priming

    Uploaded by

    Ferdiza Barthelemy
    Priming refers to how the context surrounding corporate social media postings can influence how the public receives those postings. The study found that participants who were exposed to priming messages used those messages to analyze later information about an organization. Priming often occurs unconsciously, with people unaware that the context they were exposed to shaped how they interpreted new information. Understanding priming effects is important for public relations practitioners to manage conversations on social media.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Priming

    Uploaded by

    Ferdiza Barthelemy
    59 views2 pages
    Priming refers to how the context surrounding corporate social media postings can influence how the public receives those postings. The study found that participants who were exposed to priming messages used those messages to analyze later information about an organization. Priming often occurs unconsciously, with people unaware that the context they were exposed to shaped how they interpreted new information. Understanding priming effects is important for public relations practitioners to manage conversations on social media.

    Original Title

    Priming.docx

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Priming refers to how the context surrounding corporate social media postings can influence how the public receives those postings. The study found that participants who were exposed to priming messages used those messages to analyze later information about an organization. Priming often occurs unconsciously, with people unaware that the context they were exposed to shaped how they interpreted new information. Understanding priming effects is important for public relations practitioners to manage conversations on social media.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    59 views2 pages

    Priming

    Uploaded by

    Ferdiza Barthelemy
    Priming refers to how the context surrounding corporate social media postings can influence how the public receives those postings. The study found that participants who were exposed to priming messages used those messages to analyze later information about an organization. Priming often occurs unconsciously, with people unaware that the context they were exposed to shaped how they interpreted new information. Understanding priming effects is important for public relations practitioners to manage conversations on social media.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Priming

    how social media context (contextual primes) affects the response of publics to corporate postings on social media

    This requires a shift in public relations from a monologic model to a dialogic model—we’re more responsible
    than ever for conversation management, not just sending out news releases and talking to shareholders

    Priming holds that the human brain likes to take shortcuts,

    priming effect often takes place completely unconsciously

    Many times people are completely unaware that they are interpreting information differently as a result of this
    priming

    Wang (2007) for a premier example of this research. Participants were variously exposed to messages that
    contained priming, framing, priming and framing, or none of the above. The study found that those who were
    exposed to
    priming messages used those messages in analyzing a later piece of information about an organization. Wang
    argues that
    public relations practitioners are primarily “prime and frame strategists,” emphasizing the importance of
    understanding
    these effects.

    the tone of social media postings is a fair assessment of actual opinions and emotions (O’Connor,
    Balasubramanyan, Routledge, & Smith, 2010).

    Thus, it does seem


    that the tone of the context surrounding corporate social media postings does have the potential to prime for a
    positive or
    negative reception of those messages, and therefore have a positive or negative impact on attitudes towards
    organizations
    One matter currently in hot debate is the applicability of traditional media effects models, such as framing, agenda
    setting, and priming (Scheufele & Tewksbury, 2007), in the world of social media. Some evidence exists to suggest
    that priming theory may still be a powerful tool in the web era (Mandel & Johnson, 2002), but more work is still
    needed. It is difficult to determine how social media context (contextual primes) affects the response of publics to
    corporate postings on social media. Many public relations departments are on various social media outlets having
    these symmetrical conversations, but are many times paying little attention to the context in which they are taking
    part in these conversations. Social media is drastically transforming the balance of power in the realm of public
    relations. Prior to these new media, the power was primarily in the hands of the organization that held the brand
    and the few news media outlets accessible to any given consumer.

    The increased contextualization of social media (Marwick & boyd, 2010) over other computer-mediated
    communication, such as email (Sproull & Kiesler, 1986) can create risk, as already mentioned, but it can also create
    potential benefits. Social media is creating more connections than ever between the internet and the physical world
    (Qi, Aggarwal, Tian, Ji, & Huang, 2012; Kennedy, Naaman, Ahern, Nair, & Rattenbury, 2007). If we can better grasp
    how the context of social media affects message reception and thus attitudes towards organizations, we should be
    able to mediate the potential risk and actually use social media to increase positive attitudes

    One of the primary theories used to study the effects of media context is priming (Scheufele & Tewksbury, 2007).
    Priming holds that the human brain likes to take shortcuts, in essence. If it can use a recently employed structure to
    interpret a new piece of information, it will do so (Valenzuela, 2009).

    You might also like