Selective Exposure Theory

The selective exposure theory is a concept in media and communication research that refers to individuals’ tendency to favor information that reinforces pre-existing views while avoiding contradictory information. In this theory people tend to select specific aspects of exposed information based on their perspective, beliefs, attitudes and decisions. People can determine the information exposed to them and select favorable evidence, while ignoring the unfavorable. This theory has been explored using the cognitive dissonance theory, which suggests information consumers strive for results of cognitive equilibrium. In order to attain this equilibrium, individuals may either reinterpret the information they are exposed to or select information that are consonant with their view.

The premise of selective exposure relies on the assumption that information-seeking behavior continues even after an individual has taken a stance on an issue. Previous information-seeking behavior will be colored by various factors of the issue that is activated during the decision-making process. Thus, selective exposure operates by reinforcing beliefs rather than exposing individuals to a diverse array of viewpoints, which is considered an important aspect of a functioning democracy. There are several factors that persuade one's when making decisions. Physical characteristics, age, and more explain one's personal attributes that hold power when one participants in selective exposure. Furthermore, because information and resources are critical to learning, people decide to stray away from new information because it often conflicts with their own beliefs. Selective exposure influences and engages family, friends, co-workers, and doctors. Media forms such as the internet, television and paper sources are also highly influenced.

Selective exposure has been displayed in various contexts such as self-serving situations and situations where people hold prejudices regarding out-groups, particular opinions, and personal and group-related issues. Perceived usefulness of information, perceived norm of fairness, and curiosity of valuable information are three factors that can counteract selective exposure.

Read more about Selective Exposure Theory:  Cognitive Dissonance Theory, Klapper's Selective Exposure, Media, Relation of C.S. Herrman's Exposure Theory

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