Taking things in - evaluating print media in terms of readers' styles of 'information processing'

John Faasse

Cognitive Psychology is called in aid to explain how readers of print media screen and process information.

Taking things in - evaluating print media in terms of readers' styles of 'information processing'

John Faasse

The 'schemata' theory is a helpful way of explaining how people screen and process incoming information. Amongst developments of this thinking, two separate concepts seem to discriminate usefully between people, and also media. One of these ('Need for Cognition') scales people's appetite for information; the other ('Self-Monitoring') assesses whether and to what degree people are willing and capable of adjusting their behaviour to different social surrounds. Taken together, they appear to provide a practical new dimension in planning press schedules: both have been...

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