hostile media effect (HME)
idea that partisans see media as less sympathetic to their side, more sympathetic to the opposing side, and generally hostile to their point of view) Specifically:
Partisans, viewing the very same piece of media content, interpret it as biased against their position
When asked to recall the contents of an account, partisans remember more negative references to their position than positive ones
Partisans believe that neutral audiences will be persuaded against their point-of-view by hostile media coverage, although the evidence suggests that this is not necessarily the case.
elaboration likelihood model (ELM) (model of information processing that seeks to explain the level of elaboration, or effort, brought to evaluating messages.
this peripheral route (in ELM, information processing that relies on cues unrelated to the issue at hand)
