Reinforcement theory is a limited effects media model applicable within the realm of communication. The theory generally states that people seek out and remember information that provides cognitive support for their pre-existing attitudes and beliefs. The main assumption that guides this theory is that people do not like to be wrong and often feel uncomfortable when their beliefs are challenged. Additionally, this theory focuses on the behavior-to-consequence connection within the antecedent-behavior-consequence (ABC) model. This theory, in management, can also be referred to as operant conditioning or the law of effect. Quite simply, this theory notes that a behavior will continue with a certain level of frequency based on pleasant or unpleasant results.
Politics Politics provides an excellent setting for the study of reinforcement theory. The statistics on undecided voters indicate that most people have pre-existing beliefs when it comes to politics. Relatively few people remain undecided late into high-profile elections. For example, about a month prior to the 2008 U.S. presidential election, less than one-fifth of likely voters claimed to be undecided (Sidoti, 2008). Much political advertising is targeted at these individuals not only because of their importance in the overall result, but also because they are the most susceptible to political persuasion (Johnson-Cartee & Copeland, 1997). Part of the reason why undecided voters are frequent message targets can be found in reinforcement theory. Reinforcement theory predicts that people with already developed opinions will selectively attend to and cognitively incorporate information that supports their own views. Reinforcement theory has three primary mechanisms behind it: selective exposure, selective perception, and selective retention.
Selective exposure The primary basis for the selective exposure assumption can be located within cognitive dissonance theory, although contemporary work (Knobloch-Westerwick, 2014) draws on numerous theories. Basically, this theory states that people do not like to have previously held beliefs challenged. When individuals encounter information that is discrepant from their own opinions, they seek to resolve the resultant disharmony somehow. People in general do not like to be wrong. A change in attitude is sometimes interpreted as an admission that the original belief was inaccurate or inadequate. To avoid having their opinions challenged, research indicates that people tend to simply avoid information that might be discrepant in nature (Johnson-Cartee and Copeland, 1997). Support for this tendency to avoid dissonant messages can also be found in mood management theory. Basically, this theory states that people expose themselves to stimuli that are pleasurable and avoid stimuli that might induce a negative reaction (Zillman & Bryant, 1985). The selective exposure phenomenon focuses on how people manage to avoid incongruent information and primarily encounter information that supports predispositions. Obviously, most are not able to completely avoid all potentially challenging information. In these cases, message receivers may outright reject dissonant messages (Wheeless, 1974). The reasons for rejection are varied and plentiful. For example, the person might justify message rejection by attacking the source's credibility. A topic as emotional and involving as political preference is especially subject to the selective exposure phenomenon. In fact, Lazarsfeld, Berelson, and Gaudet (1948) found selective exposure early on to be a necessary link in their theory that campaigns primarily reinforce and activate preexisting political notions. The ever-increasing number of media options further facilitates the public's ability to selectively expose themselves to desired media messages. The explosion of the Internet has put the individual in the driver's seat with regard to what kind of information s/he will encounter. McLeod, Kosicki, and McLeod (2002) stated that information selection and "exposure is much more specialized and individualized" (p. 221) in the era of the World Wide Web. Furthermore, cable channel options continue to multiply with specific, niche target audiences in mind. Some researchers worry that this increased level of fragmentation makes it possible for people to effectively avoid diverse viewpoints and perspectives (McLeod, Kosicki, & McLeod, 2002). If a person limits his/her information acquisition to that which is only consistent with a personal point of view, s/he will surely not contribute to a fully informed electorate.
… excerpt ends here. Continue reading the full article.
