Reinforcement theory
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.
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Politics
Politics provides an excellent setting for the study of 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 or shift 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).
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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.
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I'm waiting for the inevitable alert.
mahatmakanejeeves
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