-People are hyper aware of the message and of their processing of the message. It is as if they are watching themselves do what they are doing. It represents fullest degree of awareness. People are aware of the media messages, their own social world, and their position in the social world while they process the media message.
In this state, people ask questions why they are exposing themselves to the message, what they get out of it and why? They are highly involved in cognitive activities.