An orienting response directs processing toward change or salience, such as novelty, movement, or a camera cut. In mediated communication it can recruit resources automatically. Attracting this attention does not establish that the information encountered will be effectively stored for later use.
- Entry typeKey concept
- CategoryTheories & Explanatory Models
- DomainMeaning & Clarity
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.
Editorial orientation · Category
Theories & Explanatory Models
Explains how or why a communication process works by relating mechanisms, conditions or variables. Its value is an account that can guide inquiry into what produces an outcome, rather than a name for the outcome alone.