A Conceptual Review on Heuristic Systematic Model in Mass Communication Studies

Abstract

This research reviews the Heuristic-Systematic Model (HSM). It investigates how communication signals might influence people's opinions Shelly Chaiken (1987) developed this model, which is a dual-processing model with two information processing modalities, the first of which is: Heuristic processing, which includes features that are part of The message's source, template, length, and case name are all instances of "Heuristic Cues" that are given in the message to allow for a quick evaluation of the message's validity. The second kind is in-depth processing (Systematic processing), which searches for the substance of the message. To arrive at an accurate assessment of the message. In social psychology, binary information-processing models give empirical evidence for distinguishing the many ways individuals think about politics. Over the last two decades, binary information-processing models have grown in prominence in social psychology. Individual and collective decision-making, preconceptions and biases, personal perception and social categorization, individual and group decision-making, and even fundamental memory mechanisms are all explained by these theories. Keywords: Heuristic Systematic Model; Mass Communication; Public Opinion