Axioms of salience Salience (language)

1 axioms of salience

1.1 direct experience
1.2 self-interest
1.3 needs , aspirations

axioms of salience

communication scholars have found number of different factors have direct effect on salience of attitude objects.

direct experience

william crano posits one’s direct experience issue or attitude object increases salience , consequently potency of attitude, , level of consistency between attitude , behavior.

for example: consider 2 people: 1 emphysema, 1 without. both of whom share negative attitude toward cigarette smoking. person emphysema have stronger attitude counterpart, , consequently show greater consistency between relevant attitude , behavior. posited crano attitude toward smoking of person emphysema may more salient due direct experience consequence of smoking.

self-interest

the concept called vested interest crano called self-interest sears (1997). seems self-interest more recognized term. self-interest involves either perceived or actual personal consequences. is, crano (1997) argues vested interest involves perceived personal consequences (p. 490), while sears (1997, critique of crano) counter-argues crano s survey experiments define objectively. crano argues vested interest should have moderating effect on attitudes. sears argues that, actually, evidence conflicting: survey literature has found significant effects of self-interest, while experimental literature finds significant effects. literature concerned salience marginally; strength of attitudes (i.e. how correlate behavior). salience inasmuch strong salient .

needs , aspirations

the salience (prominence) of attitude can measured relevance of idea person’s needs or aspirations. ideals become more salient become more accessible, more accessible attitude object stronger attitude toward object. accessibility increases, likelihood of self-interested voting (young).

for example: in times of elections, issue relevant events focus of attention. therefore, candidates, due aspiration political position interest driven toward salient events since favorable party.




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