Course Materials

Assignment #8 (optional): SUBLIMINAL/SUPRALIMINAL MESSAGES EXERCISE

Empirical support for the type of claims made by Wilson Bryan Key and others concerning the effects of subliminal media messages is weak. But research on "implicit memory," "selective attention," and "priming" suggests that our judgments, decisions, and actions are based on all of our experiences, some of which are at the periphery of our conscious attention and memory. This exercise provides you with the opportunity to identify some of the elements of mass media presentations that we normally fail to notice but that may still affect us. Here's what to do:

  1. Select 2 media from the following list:
    Television
    Film (standard or special formats such as IMAX)
    Radio
    Newspapers
    Books
    Magazines
    Recorded music (mp3, CD, etc.)
    Video or computer games
    World Wide Web
    Simulator rides
     
  2. For each of the two media you select, record or otherwise obtain a copy of at least 1/2 hour's worth of content, so that you can examine and reexamine it carefully (you can still do this exercise without obtaining a copy but it will be much more difficult). (Note: For media that don't involve real-time presentation, such as print media, select an amount of material that would take approximately 1/2 hour to consume.)
     
  3. Examine the media content you've selected very closely to identify characteristics of objects, events, people, and places that might escape the attention, at least the primary attention, of media users and yet have some effect on their knowledge, attitudes, judgments, decisions, and/or behaviors. Start by making a list of potentially interesting or important characteristics not central to the presentation. This could include, but should not be limited to, products, stereotypical portrayals, and prosocial or antisocial messages in dialogue or action.
     
  4. Select what you consider the most interesting items (at least 3) from your list. In an approximately 3 page (typed, double-spaced) paper, write a description of each of these selected items and then explain the possible effect of the identified media content and whether you believe the effect is likely to be positive, negative, or neutral. Do you think the effects are intended or not? At the end of the paper provide your reactions to this exercise: What did/did not surprise you? What did you learn?

If you have ANY questions or need help, please feel free to ask. Good luck!

Copyright © 2004 Matthew Lombard