 Political media priming is "the process in which the media attend to some issues and not others and thereby alter the standards by which people evaluate election candidates".A number of studies have demonstrated that there is a dimension of powerful media effects that goes beyond agenda setting.In 1982, Iyengar, Peters, and Kinder first identified this added dimension as the “priming effect.” The theory is founded on the assumption that people do not have elaborate knowledge about political matters and do not take into account all of what they do know when making political decisions — they must consider what more readily comes to mind.