Cognitive Theory

Cognitive Theory

Author: Nancy Esslinger

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

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  • Salience

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

  • Habituation

    The viewer ignores the familiar to protect from overstimulation.

  • Selectivity

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

  • Expectation

    The viewer has preconceived notions sometimes leading to false perceptions.

  • Projection

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

  • Memory

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

  • Cognitive Theory

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