The Limited Capacity Model for Mediated Message Processing by Lang

Lang's Limited Capacity Model for Mediated Message Processing

Lang (2000) investigates information-processing regarding the understanding of mediated communications in his essay titled The Limited Capacity Model for Mediated Message Processing. The article employs the example of television viewing to investigate how the audience processes, stores, and retrieves information from television programs. The goal is to determine how much information people recall from watching television and how the mass communication process might be enhanced. The Limited Capacity Model (LCM), according to Lang (2000), draws on cognitive psychology and mass communication. As a result, the method attempts to link the comprehension of mass communication signals via a specific mechanism. The article starts by explaining the fundamental component of LCM that includes encoding, storage and retrieval of the message. Lang (2000) points out that a unique aspect of the model is the disparity between the actual message and the decoded message. The receivers exposed to the mediated messages have different automatic selection processes that are unconscious. In the same manner, the storage of the message in mind is limited to the fact that the receivers are aware they are not compelled to retrieve the message. Watching television is different from watching a video that would later be tested in an exam. Hence, the level of information storage is automatic and selective depending on the psychological conditioning of the mind.

Analyzing the LCM of Television Watching

A critical analysis of the LCM of television watching reveals the essence of the signal stimulus in the process of encoding, storing, and subsequent retrieving of the message. Lang (2000) asserts that the signal stimulus varies regarding culture, age, gender, and other prevailing situations during the time of watching television. Therefore, it would be quite challenging to prescribe a rigorous cognitive process to television watching. The experience of the viewers will vary and makes it a challenge for the encoders of television programs to package messages elicit the same reaction. However, Klimmt and Hartmann (2006) propose that the elements of effecting and self-efficacy contribute to the consumption of media content such as video games. They argue that ardent players of video games are motivated by the hope of overcoming the challenges presented by a game and moving on to the next level. They have a unique sense of self-confidence that actively keeps them playing. Apparently, these elements are common in young males as opposed to females. In the same manner, television programs may have stimuli that appeal to different audiences. For example, programs with violent action can appeal to males while those with sentimental themes appeal to women.

Importance of the LCM in Mass Communication

In conclusion, the LCM offers a viable information processing model that can be used in the field of mass communication. It employs the aspect of psychology in identifying the diverse stimuli of the audience such that the audience can encode and store the mediated messages. Such a model is critical for both the program producers and advertisers who all want to increase the level of encoding and storage of their content by the TV viewers. The advertisers are particularly concerned about the ability of the audience to be in a position to retrieve their messages long after watching the advert. However, the fact that television watching remains a leisure activity makes it a challenge for an individual to heighten their level of information processing.

References

Klimmt, C., & Hartmann, T. (2006). Effectance, self-efficacy, and the motivation to play video games. Playing video games: Motives, responses, and consequences, 133-145.

Lang, A. (2000). The limited capacity model of mediated message processing. Journal of Communication, 50(1), 46-70.