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Cognitive Theory

Cognitive Theory

Author: Nancy Esslinger
Description:

In this lesson you will learn about the mechanisms of cognitive theory, a perceptual theory of communications.

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Tutorial
Terms to Know
Cognitive Theory

A theory which states that a viewer actively arrives at a conclusion through a series of many mental processes.

Expectation

The viewer has preconceived notions sometimes leading to false perceptions.

Habituation

The viewer ignores the familiar to protect from overstimulation.

Memory

Images are interpreted by the viewer's recall of all images ever seen.

Projection

The viewer projects meaning based on mental state and personal interpretation.

Salience

The viewer gives notice to that which has meaning to them.

Selectivity

The viewer filters out irrelevant detail and only focuses on what is relevant at the time.