The Reinforcement Theory

This theory is based on people that seek out information that reinforces their beliefs. If they were to see an article or news that go against their beliefs they will not feed into it. It is said that people like to do this to not feel wrong. The founder of this theory, Joseph Klapper argues that the mass media can not influence people. Typically, their surroundings can influence them, such school and family. The only way that the media can influence people is when a new idea or concept in introduced.

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