MEMORY PROCESSES IN MEDIA EFFECTS

<jats:p>Memory mediates the effects of mass media on the individual. The nature of memory is such that encoding, storage, and retrieval of episodic (context-dependent) information from mass media messages is often inhibited whereas semantic (thematic, procedural, structural) information retention is often promoted. Therefore, mass media effects are better defined in terms of structural information transmission than in terms of specific content transmission.</jats:p>