Cognitive Dissonance Theory
Much empirical data on selective exposure has been based on the cognitive dissonance theory. These theories suggest that when people make decisions they then perceive an apathetic motivational state because they must accept the disadvantages of their choice. Theories related to cognitive dissonance suggest that individuals strive for cognitive equilibrium and consistency. When they encounter information that is discordant with their pre-existing views, individuals experience an unfavorable psychological state of dissonance, which they are motivated to alleviate. These hypotheses were first proposed by Festinger (1957) and can be summarized with the following basic hypotheses:
- Dissonance is a state of mental unease and discomfort which helps explain selective perception. It is produced when new information contradicts existing beliefs, attitudes, social norms, or behaviors.
- People often favor consonance because their ideas flow freely into one another and do not create an unbalance.
- The existence of dissonance, being psychologically uncomfortable, will motivate the person to try to reduce dissonance and achieve consonance.
- When dissonance is present, in addition to trying to reduce it, the person will actively avoid situations and information that would likely increase the dissonance.
In Festinger’s theory, the motivation to alleviate dissonance by seeking out information that is concordant with one’s existing beliefs is the motive for selective exposure. However, subsequent research on selective exposure within dissonance theory produced weak empirical support, until dissonance theory was revised and methods conducive to measuring selective exposure were improved. To date, scholars still argue that empirical results supporting the selective exposure hypothesis are still mixed, possibly due to the issues used in experimental studies or the failure to simulate an authentic media environment in experiments.
One way to avoid dissonance is to selectively expose oneself to information they believe and avoid finding a contradicting element. Selective exposure has been shown to be caused by the need for self-enhancement and consistency in one's decisions. People want to defend a position because they have a commitment to their beliefs and want to reduce cognitive dissonance. Additionally, people want to maintain a positive self-image by being good decision makers.
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