The Power of Context

Daniella MacolinoDanielle H.

Jason WilliamsKwabena Ohene-

BonsuKimberly Conyers

What is Context?

Context can be defined as “the circumstances that form the setting for an event, statement, or idea and in terms of which it can be fully understood and assessed”

Sometimes , we interpret events through virtual context ~ how we think things work or should work based on our experience and knowledge

Associative Context

Establishes & applies a code that dictates how you feel about and interpret what you see

Here are two examples of effects of context which influence the perception of the same pattern in different forms :

"THE CAT" is a classic example of context effect

We have little trouble reading "H" and "A" in their appropriate contexts, even though they take on the same form in each word.

A B C

The physical stimulus '13' is the same in each case but is perceived differently because of the influence of the context in which it appears. We EXPECT to see a letter in the context of other letters of the alphabet, whereas we EXPECT to see numbers in the context of other numbers.

Another example of associative context is the way we react to the world we have constructed around us

What is your reaction to this ad?

Would you call this number?

Now we will demonstrate how the same content can have various

contexts