Use and Disuse of Contextual Primes in Dynamic News Environments

Abstract

This study reexamines the news priming effects of the 1991 Persian Gulf War. Suggesting an alternative approach to those used in previous studies, this study assesses individuals' use and disuse of a contextual prime (i.e., the air war) in dynamic news environments. With a short-term, quasi-experimental approach considering the air war as a prime stimulus, a path analysis suggests robust evidence of the short-term accessibility effects of priming. More importantly, as suggested in Martin's (1986) set/reset model, this study extends priming effects beyond the simple hydraulic patterns of accessibility effects. It reveals that both attitudes toward military action and attitudes toward a diplomatic solution were used in subsequent judgments of the president's job performance and handling of the war. The associations between attitudes toward a diplomatic solution and subsequent judgments were even stronger than those between attitudes toward military action and the same subsequent judgments, despite the clear prowar primes of news discourse in the air-war context. This pattern was more greatly intensified among those in the high news attention group than those in the low news attention group.