媒介訊息如何獲得注意力：突出或相關？認知取徑媒體研究之觀點

How Do Media Stimuli Receive Attention: Salience or Relevance? The Perspective of Cognitive Approaches to Media

注意力配置給環境中的媒介訊息，是受到訊息特徵（突出的資訊優先）、或是人的目標、意向（相關的資訊優先）的影響，長久以來沒有定論。本文回顧與評析認知取徑媒體研究近三十年的發展，指出媒介訊息處理受注意力控制影響，現有理論多偏向配置方式由刺激物驅動的自動處理機制，或目標導向的控制處理機制單獨決定，未來應轉向為兩者共同運作決定。最後，提出處理模式及四點理論主張作為新的理論架構。

There is no consensus as to whether attentional allocation to mediated messages is driven by message features (salient information receives attentional priority) or by people's goals and intent (relevant information receives attentional priority). Reviewing 30 years of studies in cognitive approaches to media, this paper emphasizes that attentional control during mediated message processing relies on the joint influence of stimulus-driven (automatic) processing and goal-directed (controlled) processing rather than either of them. Finally, the processing mode model is proposed as a new theoretical framework for future research.