When it comes to the mass media, they use many tools and tricks in order to connect and engage with the audience.
One idea is schema, this begins from childhood and any recurring patterns or images become an instant memory throughout life.
This term was coined by Jean Piget and this quote photo I have created sums up what schema is in a nutshell.
Media uses schema through framing. In order to build a new frame, schema must also come into play, as the frame works with the already existing schema in the audience’s mind. This is known as an Overton Window.
An example is when a sports club reveals when their new kit is coming out. If it is Liverpool for example, the schema for the fans is that it will be red, so an idea is already being established before the framing is even coming to action.
Reality is perceived through the frames seen, which are built from the schema in our minds. These are all interpreted and seen differently depending on ones experiences. Back to the kit example, if the club releases a new kit with remnants of a classic, this appeals more to the schema of older generational fans. Therefore, the frame is targeted towards a certain set of people, and promotes a new schema which can be achieved through the new kit for those who may have not seen this design before.
SOURCES
J, Piget, 2003, Part I: Cognitive Development in Children: Piaget Development and Learning, Journal of Research in Science Teaching.
Mavro Productions 
Great Job Mavro! Love the introduction of Liverpool kits as an example of the use of Schema in the media (although as a Chelsea fan I’d prefer a different team for the analogy). I also liked the use of an image to support your written arguments, something which I similarly used in my blog post. Keep it up mate!
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Hi! Great work on this blog post. I like how you explained Schema, especially using the quote. I also enjoyed your Liverpool reference, that was really unique and effective in getting the point across. Good job!
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I like how you explained schema and great example, perhaps mention a bit about Salience and Selection however, good work on your week 7 blog post 🙂
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Hey Marvo! This weeks blog was very detailed as you outlined definitions of new words such as schema and Overton Window (I don’t know about you but I had never heard of them until this week). Saying this, however, the way you were able to indirectly include the definitions within sentences allowed your blog to flow nicely. I also found your ideas for this week really easy to understand due to the clear example of the Liverpool kits. So good example choice!
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Cool Post. Your explanations of the associative chains in schema are good. I like the example of the LIverpool kit, particularly how homages to the past are appealing to the older generation of fans. I guess this just highlights how all framing is intentional. This is similar to my interpretation of the concept as I discuss how celebrities carefully frame themselves in a way that appeals or doesn’t appeal to audiences. Even the smallest of choices within this is intentional, with the goal in mind to gain revenue. This is also true of Liverpool’s kits. Without researching, I am sure that they would release a range of merchandise each year which appeals to a variety of fan demographics. This intentional framing is done to generate sales and money! Good Job!
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Hi Marvo, great blog post!! I really admire how you tied your research and your personal interest together within the soccer example it makes the writing and message have genuine meaning, as well allowing simple explanation comes to life. The way you discussed schema was great, and a similar discussion occurring in my post of pre-empting perceptions are exposed because of the cognitive state. I like how you stated that new schema can be formed and it can be used to cater to specific individuals or groups. Would’ve been interesting to hear your thoughts around if schema can shift outcomes or thoughts because of the cognitive bias it can hold. Awesome stuff, Great Job!!
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