LCM4MP

The Limited Capacity Model for Messages Processing(LCM4MP)
The concepts behind LC4MP and automatic message processing
LC4MP is an explanatory theory that assumes humans have a limited capacity for cognitive processing of information, as it associates with mediated message variables; moreover, they (viewers) are actively engaged in processing mediated information (Lang, 2000, p. 52). Like most successful mass communication theories, LCM4MP is an amalgam that finds its origins in psychology. Specifically, this theory has its origins in the Limited Capacity Model for understanding cognitive information processing. The most fundamental assumptions of information processing are the three dimensions of cognitive processing. The three dimensions: 1) encoding, 2) storage, and 3) retrieval. This is how viewers get “stuff” into their heads. Messages can be processed under controlled conditions or they can be automatically elicited.
When a message processor decides to pay attention to a message because it appeals to their interests, and they allocate resources to information processing, the controlled message engagement subprocess begins; conversely, when a message processor is cued automatically, and they are paying attention, the same process of allocating cognitive resources begins to elicit message processing. First, message engagement, which is a stimulus approach/avoidance interaction engages the appetitive and aversive cognitive subprocesses. In the most lay terms, these are basic fight or flight responses that happen in mere nanoseconds. This information then can report to sensor stores in the brain; and if it is useful, it will move to short term memory and long term memory. (Lang et al, 2000, p. 48).
As implied above, encoding of information is a subprocess where a stimulus orients a person to a message, vel non. In terms of message processing, its effectiveness is determined by the number of cognitive resources allocated to the encoding process(Lang, 2000, p. 48). If the person is exposed to a stimulus, and they choose to pay attention, the brain will treat that mediated message like it was reality. That is, the brain creates an “orienting response (OR), which is an automatic cognitive response to novel information” (Lang, 2000, p. 52). This response is a cognitive reaction to a change in the environment (Lang & Basil, 1998), and can be measured via implicit measures of recognition and explicit measures such as electrochemical reactions in the body (Sparks, 2006, Lang, et al. 2000, Lang et al 1999). These cognitive processes can be both automatic, as in the case of OR’s, or controlled. In either event, the next step in the message engagement process is to move the information into storage.
Storage is conceptually modeled as a cognitive sub-processing of information into and through the general associative network (Lang, 2000, p. 49). Associative networks are conceptual “nodes” that map brain uses as sensor stores—for short-term and long term memory (Anderson, 1983, p. 20). They are conceptualized as the site where information is stored and ultimately retrieved. Under normal conditions, if there are many associative links available for information processing, “the more readily retrievable that information will become” (Lang, 2000, p. 50); hence, then “retrieval” time of information is faster and more accessible. Storage of information is measured via cued recall.
Information retrieval is conceptualized as the third fundamental conceptual sub process of information processing, and it is a function of memory, which is measured via free recall. Measuring free recall is based on an individual’s levels of sensitivity to stimuli, without being cued to the information.
Automatic cognitive responses are elicited via a cognitive response to novel information, the primary method in which automatic responses are elicited is through structural cues of the communication situation (Lang, 2000, p. 63). Lang, et al (2000) elaborates on this by controlling the structural features. They discovered that the relatedness of the media messages mattered. They disected the pacing of mediated content into two categories: one that used related editing in camera angle and content; and, another with unrelated cuts to unrelated information to the previous information that was being encoded and stored ( Lang, et al. 2000, p. 101). These pacing cues are important to media producers because they can either help reinforce attention into memory; or they can created a low memory retention condition in the minds of the message processor. By inserting edits, which are operationalized by the process of switching cameras or transitions in visual or audio media, media producers can elicit orienting responses in attentive viewers. This is accomplished because the mechanism of allocating resources to memory message processing is effective in low, medium, and high edit conditions (Lang, et al. 2000, p. 104). Therefore, retrieval is also possible and is measured via recognition testing. However, unlike related editing cues, unrelated cuts do not make it into memory, especially when the cuts are coming at the message processor fast and furious. This is important, secondarily, because the entire illusion of a commercially driven media system is premised on the concept that advertising sells products. More importantly, this article's primary concern is to instruct media producers-whom are concerned with generating public information, the importance of editing cues, and the deleterious uses of disparate advertising and its ineffectiveness.
The ability of information processing of mediated messages has limits. Interference with the encoding, storage, and retrieval of messages; especially when the receiver is not interested in the message, creates a situation where, the required resources needed to process information are not dedicated; and, “fewer associative links will be made available to the message…therefore, it limits their ability to process media” (Lang, 2000, p. 50). This is a concern for researchers interested in studying how people encode and store information because if information processors do not devote the appropriate number of resources required to process information, then information overload will inhibit the abilities of individuals to encoding, store, AND retrieve information (Lang, 2000, p. 53). Additionally, the ability to information processors to process messages is also limited by their unique retrieval sub processing abilities, which are related to perceptions compiled over time (CITATION). Thus, the sub process of retrieval is affected by two dimensions termed, “later retrieval-done after the fact and concurrent retrieval- in real time affect information processing of messages” (Lang, 2000, p. 54).

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