Audience Theories #4

The Reinforcement Theory:

  • Media has little power in influencing people. 
  • It only reinforces what people think. 
  • Only time media influences people is when it introduces a new idea or concept. 
  • "People are more likely to be influenced by their families, schools, or religious institutions."
  • "There are certain attitudes and beliefs that the mass media would not be able to change including racial and religious tolerance."

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