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THE LIMITED CAPACITY MODEL OF MOTIV
THE LIMITED CAPACITY MODEL OF MOTIVATED MEDIATED MESSAGE PROCESSING
The limited capacity model of motivated mediated message processing (LC4MP) is a data-driven model developed to investigate the real-time processing of mediated messages (Lang, 2006a, 2006b). The LC4MP provides a basic theoretical conceptualization of human information processing, a psychologically driven conceptualization of media, and a toolbox of measures that allow the researcher to track the over time interactions occurring between a message, a medium, and a user. The strengths of the model are that it is applicable to all types of media (including those not yet invented), all types of messages, and all types of situations and users. It is a model because the basic empirical work that must be done to generate an understanding of these interactions for any given medium or class of messages may not yet have been done. In some areas, for example, the processing of television messages and audio-only (or radio) messages, a great deal of the empirical work has been done, and the LC4MP provides a strong theoretical explanation for how such messages are attended to, encoded, processed, stored, and recalled. For other types of media, like the Web, early work using the LC4MP approach has Only just begun to yield an understanding of how the human information processing system interacts with Web-based messages.
The LC4MP is unique in that it applies a small number of basic cognitive and motivational mechanisms to understanding and predicting the real-time interactions between any mediated message and the human information processing system. Rather than standing in opposition to other theories of effects or processing, it seeks to reveal the underlying mechanisms of message processing that can be used to understand what people attend to and take away from a message. This knowledge can then be used to better understand subsequent effects of messages, types of messages, and media. The first section of this chapter will lay out the basic assumptions underlying the LC4MP, followed by a description of the model. The second section will describe the operational toolbox associated with the model. The final section will discuss future directions for LC4MP.
The Model
ASSUMPTIONS
The LC4MP has five basic assumptions. First, humans are assumed to be limited capacity information processors. Cognitive resources are required to process information, and humans have only a finite and limited supply of cognitive resources available for use at any given time. Second, humans have two evolutionarily old motivational systems, the appetitive and the aversive systems, which are designed to promote survival and protect from harm. Third; media are conceptualized as continuous and continuously varying streams of sensory information occurring in one or multiple modalities with variable levels of redundancy among the modalities. Fourth, human activity is conceived of as occurring over time. People act, react, and interact. continuously as they move through time. Their behaviors, processing, emotional experiences, and so forth, are all constrained or facilitated by what happened just before and what will happen just after any time period of interest. Fifth, communication is the ongoing, dynamic, continuous interaction between a message or medium and a message recipient or user. It is worth noting that the LC4MP does not distinguish between interpersonal and mediated communication. Interpersonal communication is simply the case where the medium is a human located physically in the same place as the message recipient.
The limited capacity model of motivated mediated message processing (LC4MP) is a data-driven model developed to investigate the real-time processing of mediated messages (Lang, 2006a, 2006b). The LC4MP provides a basic theoretical conceptualization of human information processing, a psychologically driven conceptualization of media, and a toolbox of measures that allow the researcher to track the over time interactions occurring between a message, a medium, and a user. The strengths of the model are that it is applicable to all types of media (including those not yet invented), all types of messages, and all types of situations and users. It is a model because the basic empirical work that must be done to generate an understanding of these interactions for any given medium or class of messages may not yet have been done. In some areas, for example, the processing of television messages and audio-only (or radio) messages, a great deal of the empirical work has been done, and the LC4MP provides a strong theoretical explanation for how such messages are attended to, encoded, processed, stored, and recalled. For other types of media, like the Web, early work using the LC4MP approach has Only just begun to yield an understanding of how the human information processing system interacts with Web-based messages.
The LC4MP is unique in that it applies a small number of basic cognitive and motivational mechanisms to understanding and predicting the real-time interactions between any mediated message and the human information processing system. Rather than standing in opposition to other theories of effects or processing, it seeks to reveal the underlying mechanisms of message processing that can be used to understand what people attend to and take away from a message. This knowledge can then be used to better understand subsequent effects of messages, types of messages, and media. The first section of this chapter will lay out the basic assumptions underlying the LC4MP, followed by a description of the model. The second section will describe the operational toolbox associated with the model. The final section will discuss future directions for LC4MP.
The Model
ASSUMPTIONS
The LC4MP has five basic assumptions. First, humans are assumed to be limited capacity information processors. Cognitive resources are required to process information, and humans have only a finite and limited supply of cognitive resources available for use at any given time. Second, humans have two evolutionarily old motivational systems, the appetitive and the aversive systems, which are designed to promote survival and protect from harm. Third; media are conceptualized as continuous and continuously varying streams of sensory information occurring in one or multiple modalities with variable levels of redundancy among the modalities. Fourth, human activity is conceived of as occurring over time. People act, react, and interact. continuously as they move through time. Their behaviors, processing, emotional experiences, and so forth, are all constrained or facilitated by what happened just before and what will happen just after any time period of interest. Fifth, communication is the ongoing, dynamic, continuous interaction between a message or medium and a message recipient or user. It is worth noting that the LC4MP does not distinguish between interpersonal and mediated communication. Interpersonal communication is simply the case where the medium is a human located physically in the same place as the message recipient.
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THE LIMITED CAPACITY MODEL OF MOTIVATED MEDIATED MESSAGE PROCESSINGThe limited capacity model of motivated mediated message processing (LC4MP) is a data-driven model developed to investigate the real-time processing of mediated messages (Lang, 2006a, 2006b). The LC4MP provides a basic theoretical conceptualization of human information processing, a psychologically driven conceptualization of media, and a toolbox of measures that allow the researcher to track the over time interactions occurring between a message, a medium, and a user. The strengths of the model are that it is applicable to all types of media (including those not yet invented), all types of messages, and all types of situations and users. It is a model because the basic empirical work that must be done to generate an understanding of these interactions for any given medium or class of messages may not yet have been done. In some areas, for example, the processing of television messages and audio-only (or radio) messages, a great deal of the empirical work has been done, and the LC4MP provides a strong theoretical explanation for how such messages are attended to, encoded, processed, stored, and recalled. For other types of media, like the Web, early work using the LC4MP approach has Only just begun to yield an understanding of how the human information processing system interacts with Web-based messages.The LC4MP is unique in that it applies a small number of basic cognitive and motivational mechanisms to understanding and predicting the real-time interactions between any mediated message and the human information processing system. Rather than standing in opposition to other theories of effects or processing, it seeks to reveal the underlying mechanisms of message processing that can be used to understand what people attend to and take away from a message. This knowledge can then be used to better understand subsequent effects of messages, types of messages, and media. The first section of this chapter will lay out the basic assumptions underlying the LC4MP, followed by a description of the model. The second section will describe the operational toolbox associated with the model. The final section will discuss future directions for LC4MP.
The Model
ASSUMPTIONS
The LC4MP has five basic assumptions. First, humans are assumed to be limited capacity information processors. Cognitive resources are required to process information, and humans have only a finite and limited supply of cognitive resources available for use at any given time. Second, humans have two evolutionarily old motivational systems, the appetitive and the aversive systems, which are designed to promote survival and protect from harm. Third; media are conceptualized as continuous and continuously varying streams of sensory information occurring in one or multiple modalities with variable levels of redundancy among the modalities. Fourth, human activity is conceived of as occurring over time. People act, react, and interact. continuously as they move through time. Their behaviors, processing, emotional experiences, and so forth, are all constrained or facilitated by what happened just before and what will happen just after any time period of interest. Fifth, communication is the ongoing, dynamic, continuous interaction between a message or medium and a message recipient or user. It is worth noting that the LC4MP does not distinguish between interpersonal and mediated communication. Interpersonal communication is simply the case where the medium is a human located physically in the same place as the message recipient.
The Model
ASSUMPTIONS
The LC4MP has five basic assumptions. First, humans are assumed to be limited capacity information processors. Cognitive resources are required to process information, and humans have only a finite and limited supply of cognitive resources available for use at any given time. Second, humans have two evolutionarily old motivational systems, the appetitive and the aversive systems, which are designed to promote survival and protect from harm. Third; media are conceptualized as continuous and continuously varying streams of sensory information occurring in one or multiple modalities with variable levels of redundancy among the modalities. Fourth, human activity is conceived of as occurring over time. People act, react, and interact. continuously as they move through time. Their behaviors, processing, emotional experiences, and so forth, are all constrained or facilitated by what happened just before and what will happen just after any time period of interest. Fifth, communication is the ongoing, dynamic, continuous interaction between a message or medium and a message recipient or user. It is worth noting that the LC4MP does not distinguish between interpersonal and mediated communication. Interpersonal communication is simply the case where the medium is a human located physically in the same place as the message recipient.
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MODEL KAPASITAS TERBATAS TERMOTIVASI PESAN dimediasi PENGOLAHAN Model terbatasnya kapasitas termotivasi pemrosesan pesan dimediasi (LC4MP) adalah model data berbasis dikembangkan untuk menyelidiki proses real-time pesan dimediasi (Lang, 2006a, 2006b). LC4MP menyediakan konseptualisasi dasar teoritis pengolahan informasi manusia, konseptualisasi didorong psikologis dari media, dan toolbox tindakan yang memungkinkan peneliti untuk melacak dari waktu ke waktu interaksi yang terjadi antara pesan, media, dan pengguna. Kekuatan dari model ini adalah bahwa hal itu berlaku untuk semua jenis media (termasuk mereka yang belum ditemukan), semua jenis pesan, dan segala jenis situasi dan pengguna. Ini adalah model karena pekerjaan empiris dasar yang harus dilakukan untuk menghasilkan pemahaman tentang interaksi ini untuk media tertentu atau kelas pesan mungkin belum telah dilakukan. Di beberapa daerah, misalnya, pengolahan pesan televisi dan audio saja (atau radio) pesan, banyak pekerjaan empiris yang telah dilakukan, dan LC4MP menyediakan penjelasan teoritis yang kuat untuk bagaimana pesan tersebut dihadiri, dikodekan , diproses, disimpan, dan ingat. Untuk jenis media, seperti Web, pekerjaan awal dengan menggunakan pendekatan LC4MP telah Hanya saja mulai menghasilkan pemahaman tentang bagaimana sistem pengolahan informasi manusia berinteraksi dengan pesan berbasis Web. LC4MP adalah unik karena menerapkan sejumlah kecil kognitif dasar dan mekanisme motivasi untuk memahami dan memprediksi interaksi real-time antara pesan dimediasi dan sistem pengolahan informasi manusia. Daripada berdiri bertentangan dengan teori-teori lain dari efek atau pengolahan, berusaha untuk mengungkap mekanisme yang mendasari pengolahan pesan yang dapat digunakan untuk memahami apa yang orang menghadiri dan mengambil dari pesan. Pengetahuan ini kemudian dapat digunakan untuk lebih memahami efek berikutnya pesan, jenis pesan, dan media. Bagian pertama dari bab ini akan lay out asumsi dasar yang mendasari LC4MP, diikuti dengan deskripsi model. Bagian kedua akan menjelaskan toolbox operasional yang terkait dengan model. Bagian akhir akan membahas arah masa depan untuk LC4MP. Model ASUMSI The LC4MP memiliki lima asumsi dasar. Pertama, manusia diasumsikan prosesor informasi kapasitas terbatas. Sumber daya kognitif yang diperlukan untuk memproses informasi, dan manusia hanya memiliki pasokan yang terbatas dan terbatas sumber daya kognitif yang tersedia untuk digunakan pada waktu tertentu. Kedua, manusia memiliki dua sistem motivasi evolusioner tua, appetitive dan sistem permusuhan, yang dirancang untuk mempromosikan kelangsungan hidup dan melindungi dari bahaya. Ketiga; media dikonseptualisasikan sebagai aliran yang bervariasi terus menerus dan berkesinambungan dari informasi sensorik yang terjadi dalam satu atau beberapa modalitas dengan tingkat variabel redundansi antara modalitas. Keempat, aktivitas manusia dipahami sebagai yang terjadi dari waktu ke waktu. Orang bertindak, bereaksi, dan berinteraksi. terus menerus saat mereka bergerak melalui waktu. Perilaku mereka, pengolahan, pengalaman emosional, dan sebagainya, semuanya dibatasi atau difasilitasi oleh apa yang terjadi sebelum dan apa yang akan terjadi setelah periode waktu yang menarik. Kelima, komunikasi adalah berkelanjutan, dinamis, interaksi yang berkelanjutan antara pesan atau menengah dan penerima pesan atau pengguna. Perlu dicatat bahwa LC4MP tidak membedakan antara komunikasi interpersonal dan dimediasi. Komunikasi interpersonal hanyalah kasus di mana media adalah manusia terletak secara fisik di tempat yang sama sebagai penerima pesan.
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