Priming

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