主題：Understanding automatic attention mechanisms to improve media messages
有效的媒介訊息傳播：自動注意力機制之觀點
講者：Robert F. Potter（美國印第安那大學傳播研究所主任 ）
地點：客家文化學院 HK115
時間：6/3（週五）15:00-16:30
內容簡介：
In his recent book, Thinking Fast and Slow, Nobel laureate Daniel Kahneman describes two cognitive systems. System 2 is activated when humans are said to be ‘paying attention.’ System 2 is important; it is involved in the deliberate analysis of problems, the generation of hypotheses and theories, the development of expertise, etc.
But, this talk is mostly about System 1—what Kahneman calls “the hero” of his book. System 1 is the automatic attention system—it is beyond conscious control and nearly effortlessly allocates small amounts of cognitive resources to things we have evolved to notice in the environment. I argue that an understanding of System 1 is also important in communication science. Through a series of studies I demonstrate how structural features of media can be harnessed to activate System 1, and that messages can be designed to maximum effectiveness by understanding how strategic activation of System 1 can lead to activation of System 2.
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如有任何問題，聯絡資訊：詹亭華、許舒涵（信箱：chantinghua34@gmail.com）
