The document discusses the psychological aspects of human needs and behaviors in relation to mediated messages and their impact on audiences. It emphasizes the importance of emotional outlets, connection, and context in message reception and evaluation. Additionally, it highlights the dynamics of messaging strategies to reach diverse audiences while adapting to their responses for effective communication.

1. Psychological / Human Needs
Emotional Outlets-Cognitive Style
Need for Connection- Affiliation and Validation
Sense of Self- Part of larger Collective
Prior Knowledge, Context, Atmospherics, Logical Infernces
Subjective Comprehension
Objective Comprehension
Reception
Awareness
Insights
Behavior
Output Effort
BEHAVIORAL MODEL FOR MEDIATED MESSAGE EVALUATION AND IMPACT
Environment
Message Framing
Effect
(Indicators of Behavior Change)
Sentiment
Copyright 2011 Scott Swanson
Attitude about Message
Validation by Social Network / Role Models
Attitude about Messenger
Attitude about Personal Situation
Motivating Conditions
(Ideology / External Social Factors)
-Processing
-Cognitive Elaboration triggers
Target Recipient
Channel
(Exposure, Reach, Vehicle)
Explicit or Asserted Mediated Message
Message Perceived Interactivity and Uptake Strategy and Design
Message Complexity and Modality
Mediated Message Campaign Strategy and Desired Results
Target Audience
Potential, Current, Future
-Comprehension
-Retention
-Understanding Attitude
-Opinion
-Degree
-Critical Thinking
Outcomes
-Involvement
-Message Spread
Impact
-Active Mobilization
-Decision to Act
Dynamic Time Continuum Idea to Action
Complex messaging is designed to reach multiple audiences simultaneously
Dynamic messaging can monitor, adapt, and change to shift according to reactions and response