AUTOMATIC EXPOSURE
AUTOMATIC EXPOSURE Automatic exposure is based on the theory that people are often exposed to a media environment while doing other things. Donohew, Nair, & Finn (1984): media users' cognitive systems pay attention as needed, with attention levels varying over time. "Most media exposure is carried out in a nearly mindless state". TV viewing, and radio use may be habitual or ritualistic. For instance, this theory says that when you do homework with the radio on, you may selectively perceive songs and mentally "tune out" commercials. Exposure to mass communication may not always be highly deliberate or purposeful. Many times people seem to be making their way through the mass communication environment while on a kind of “automatic pilot” (Donohew, Nair, & Finn, 1984). Common everyday examples of this phenomenon include people working at their desks with the radio on in the background, or washing dishes while also giving some attention to the te
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