Schema Theory

The schema theory paints you a mental picture.

Schema are cognitive structures like frames. They are derived from previous experiences and memories. We use schemas to organize our knowledge, guide our behavior, and to predict likely happening. The way we interpret the media, such as television, is guided by schemas. The schema relating to TV is knowledge of the world. We associate what we see on tv as how we are supposed to handle situations in the real world.

For example:you see all types of cars on TV. They are in advertisements and movies. So when someone says they are getting a jeep for their birthday, you recall the images you saw on television to give you an idea of what they are getting.