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A Cognition-Emotion Integrated Model of Media Message Processing
Unformatted Document Text:  A Cognition-Emotion Integrated Model of Media Message Processing 3 procedure as scanning the environmental as well as internal stimuli, going through the process of perception, attention (directed allocation of mental capacity to certain stimulus), short-term memory (with limited capacity, fast storage and retrieving time), long-term memory (organization of directed associations, with unlimited capacity, slower storage time and fast retrieving time), comprehension, judgment and evaluation, and problem solving (systematic ways of searching for goal attainments). The fundamental theory of cognitive model of information processing is the limited capacity of human brain at a given time and toward a given stimulus. And the way cognition contributes to information processing lies in its encoding and decoding information as symbols and directing the understanding of human-environment relationship by assigning symbolic meaning to the information retrieved and processed. Early cognition researchers ignored or underestimated the role of affect or emotion in information processing and the communication based upon the basic mental procedure. For example, early cognitive models amount human brain to computer system and assume the pure information taking and processing (for example, Ingram, 1984; Simon, 1979), without considering the direction of motivation and the influence of affect. Emotion researchers have studied human emotions from diversified points of view, such as bio-information, arousal of activation, and cognitive appraisal (Bless, 2000; Booth-Butterfield & Booth-Butterfield, 1990; Cacioppo & Petty, 1989; Lazarus, 1991, 1982; Murry & Dacin, 1995; Rusting, 1998; Tiedens, & Linton, 2001; Wyer, Clore & Isbell, 1999; etc.). However, emotion researchers never reached their consensus about the relationship of cognition and emotion as well. For the affect-cognition separation or parallel school as represented by Zajonc (Lazarus, 1982), emotion system is derived and functions differently from cognitive system: Emotion has its own affective nodes, and is controlled by affective-laden node

Authors: Jin, Yan. and Bolls, Paul.
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A Cognition-Emotion Integrated Model of Media Message Processing
3
procedure as scanning the environmental as well as internal stimuli, going through the process of
perception, attention (directed allocation of mental capacity to certain stimulus), short-term
memory (with limited capacity, fast storage and retrieving time), long-term memory
(organization of directed associations, with unlimited capacity, slower storage time and fast
retrieving time), comprehension, judgment and evaluation, and problem solving (systematic
ways of searching for goal attainments). The fundamental theory of cognitive model of
information processing is the limited capacity of human brain at a given time and toward a given
stimulus. And the way cognition contributes to information processing lies in its encoding and
decoding information as symbols and directing the understanding of human-environment
relationship by assigning symbolic meaning to the information retrieved and processed.
Early cognition researchers ignored or underestimated the role of affect or emotion in
information processing and the communication based upon the basic mental procedure. For
example, early cognitive models amount human brain to computer system and assume the pure
information taking and processing (for example, Ingram, 1984; Simon, 1979), without
considering the direction of motivation and the influence of affect. Emotion researchers have
studied human emotions from diversified points of view, such as bio-information, arousal of
activation, and cognitive appraisal (Bless, 2000; Booth-Butterfield & Booth-Butterfield, 1990;
Cacioppo & Petty, 1989; Lazarus, 1991, 1982; Murry & Dacin, 1995; Rusting, 1998; Tiedens, &
Linton, 2001; Wyer, Clore & Isbell, 1999; etc.).
However, emotion researchers never reached their consensus about the relationship of
cognition and emotion as well. For the affect-cognition separation or parallel school as
represented by Zajonc (Lazarus, 1982), emotion system is derived and functions differently from
cognitive system: Emotion has its own affective nodes, and is controlled by affective-laden node


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