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... > social science subjects > communication and media studies > communication studies > communication theory > information, media, and communication technology > activation theory of information exposure
... > social science subjects > communication and media studies > communication studies > communication theory > psycho-cognitive orientations > activation theory of information exposure

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activation theory of information exposure  

Definition

  • The activation theory of information exposure, developed by Lewis Donohew and Philip Palmgreen, explains individual differences in attention and continued exposure to mass and interpersonal messages. The theory treats messages as sources of stimulation and holds that their success or failure to attract and hold listeners, viewers, or readers is a function of both cognitive and biologically based individual needs. [Source: Encyclopedia of Communication Theory; Activation Theory of Information Exposure]

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https://concepts.sagepub.com/social-science/concept/activation_theory_of_information_exposure

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