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Priming (media)
The priming theory states that media images stimulate related thoughts in the minds of audience members.〔Straubhaar, LaRose, Davenport.〕 For example, if a person were to see a cartoon character play a trick that inflicts pain or injury on another character, without permanent consequences, it could make that person more likely to repeat the violent action in real life.
Grounded in cognitive psychology, the theory of media priming is derived from the associative network model of human memory, in which an idea or concept is stored as a node in the network and is related to other ideas or concepts by semantic paths. Priming refers to the activation of a node in this network, which may serve as a filter, an interpretive frame, or a premise for further information processing or judgment formation.〔Pan, Z. & Kosicki, G.M. (1997). Priming and Media Impact on the Evaluations of the President's Performance. Communication Research.〕
==General aggression model==
The general aggression model (GAM) integrates the priming theory with the social learning theory to describe how previously learned violent behavior may be triggered by thoughts, emotions, or physiological states provoked by media exposure.〔 However, the GAM has come under considerable criticism in recent years regarding underlying and unproven assumptions and poor data support for the theory.
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