Influence of Media Pt.2 (The Reinforcement Theory)

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Reinforcement Theory:

The Reinforcement Theory is the next theory that I will be discussing. This Theory was established by Joseph Klapper in which he established that all media does is reinforce all of our previous beliefs. In fact, Klapper believed that Media had no power in influencing our beliefs directly. According to the article in the LessonBucket website, Klapper "thought it was important to move away from the notion that the media has a direct and powerful influence on audiences, focusing instead on how the media works amid other influences in a total situation. Klapper argued that people’s attitudes, beliefs and behaviour was more likely to be influenced by their family, schools, communities and religious institutions." Not only this but according to him, media can only influence an audience directly when a new topic or concept is introduced.


References:

Lamb, B. (n.d.). Brett Lamb. Retrieved from https://lessonbucket.com/media-in-minutes/the-reinforcement-theory/#more-311

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