Accessibility‐Applicability Model

Abstract

The accessibility‐applicability model (AAM) provides a framework for considering the processes that underlie memory‐based effects of exposure to messages in the media. Founded on research in psychology, the model identifies the major paths by which exposure to messages influences audience members' long‐term memories and subsequent interpretations of, and reaction to, social stimuli. The AAM suggests that constructs in memory are activated via their accessibility and applicability to focal stimuli. Accessibility refers to a construct's likelihood of being activated on the basis of recent or frequent use. Applicability refers to the match between constructs in memory and the salient features of objects in the stimulus environment. The accessibility and applicability of a construct are independent attributes, and they combine to influence the likelihood that a construct will be activated. Activated constructs are likely to be used in social interaction and judgments when they meet active goals and needs. Once used, constructs are accessible for use in subsequent mediated and social interactions. The accessibility and applicability of constructs can be moderated by a range of external and individual‐level factors. The AAM was developed to explain the operation of framing, agenda‐setting, and issue priming in political communication but can be generalized to other settings.