Axelrod’s scheme theory suggests that a message is sent and so received by the audience. the audience evaluates this message based on information presently available to the audience e. g. past experience. redundancy. and relationship to presently understood “truths” . This application of audience cognition compares what the audience perceives to what the audience knows to be true of the message. This theory is one of many that explains and helps us interpret messages sent by the media.
The theory was originally applied to messages sent by intelligence media but its application has been extended to cover assorted readings of messages which can widen so far as stereotype research every bit good as docket scene. Schemas are non needfully misunderstandings of information but a tool we use to comprehend the universe and understand information. In his article. Dixon highlights the thought of scheme. or conventional representations. which are an accurate version of stereotypes. stand foring the mean member of said group. The writer suggests that the formation of stereotypes originates from an equivocal state of affairs in which the topic relies on elusive cues to do judgements.
* Axelrod. R. ( 1973 ) . Schema theory: An information processing theoretical account of perceptual experience and knowledge. American Political Science Review. 67 ( Spring ) . 1251. ( Links to JSTOR. Article abstract ) * Dixon. T. L. ( 2006 ) . Schemas as mean constructs: Skin tone. telecasting intelligence exposure. and blameworthiness judgements. Journalism and Mass Communication Quarterly. 83 ( 1 ) . 131-149. ( Links to Full Article PDF ) * Graber. D. ( 1984 ) . Processing the intelligence: How people tame the information tide. New York: Longman. *Disclaimer: All links to articles. sites. or other copyrighted stuffs are external links. This site does non host any articles or any copyrighted stuff that is non belongings of the writer.