Mind over media: Conscious and unconscious responses to media messages

Abstract

Human response to media images is a product of both conscious and preconscious processing, involving structural mechanisms within the brain as well as individual self-concepts, issues of identity, ideological beliefs, and relevance. Visual and auditory processing incorporates both conscious and preconscious mechanisms, which influence reception and integration of incoming data. Depending upon the goals or physiological cues relevant to the subject, specific data are absorbed from the media and passed on to the higher cognitive functions in the brain. Once in the conscious mind, attitudes from the conscious and unconscious may further filter incoming data. The remaining concepts and information are used as a platform for action and response in social situations. The resulting ideological platform also informs the pre-conscious mechanisms, creating a constantly evolving cycle of relevant information filtering. Recommendations are provided for a methodological approach to media research that incorporates cognitive function, identity, and ideological platforms. Key words: Media, processing, conscious, pre-conscious, ideology, identity, social cognition.