เปรียบเทียบวิธี

	Media Priming Experiment	Elaboration Likelihood Analysis
สาขาวิชา	Communication	Communication
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1987	1986
ผู้ริเริ่ม	Shanto Iyengar & Donald Kinder	Richard Petty & John Cacioppo
ประเภท	Experiment testing how media attention changes the standards used to evaluate	Dual-process experimental analysis of attitude change
แหล่งต้นตำรับ	Iyengar, S., & Kinder, D. R. (1987). News That Matters: Television and American Opinion. Chicago: University of Chicago Press. ISBN: 9780226388571	Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and Persuasion (pp. 1–24). New York: Springer.
ชื่อเรียกอื่น	Priming analysis, News priming experiment, Agenda priming study, Medya Hazırlama Deneyi	ELM analysis, Dual-process persuasion experiment, Central and peripheral route analysis, Ayrıntılandırma Olasılığı Modeli Analizi
ที่เกี่ยวข้อง	4	4
สรุป	Media priming is the process by which news attention to some issues, and not others, changes the standards people use to evaluate leaders, policies, or events. Demonstrated experimentally by Iyengar and Kinder in News That Matters, the priming experiment manipulates which issues the news emphasizes and tests whether those issues subsequently weigh more heavily in audiences' judgments — the natural extension of agenda setting from importance to evaluation.	Elaboration likelihood analysis applies Petty and Cacioppo's 1986 Elaboration Likelihood Model (ELM) to study persuasion through experiments that cross message argument quality with peripheral cues under varying levels of audience motivation and ability to think. It identifies whether attitude change travels the central route — effortful scrutiny of arguments — or the peripheral route, reliance on simple cues like source attractiveness or message length.