Aspects of Media Perception
Aspects of Media Perception

Author(s): Milko Petrov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: topos; media; communication; reception; visual impact; social media; social nets
Summary/Abstract: After a critical review of the existing theoretical interpretations of the role of the elements in the communicative chain, already explicit in the writings of Lasswell, Schramm, and Merton, the article argues the introduction of the topos in the whole process of perception and interpretation of the media message. The specifics of the topos can enrich the perception of the media reality and can determine its further internalization in the minds and behavior of the individuals and the audience in general. There is a great difference when listening to and understanding the same message you are looking home TV monitor, in a noisy pub among fans of the opposing team, in an Arabic cafe, furiously chanting while bombing the Twin Towers in New York, or in the car with strangers hitchhikers, or lonely staying before he homecomputer. The study of the typology of these potential reactions will enable us to recognize more precisely and calculate the effectiveness of the media impact and reinforce its parameters.

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