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."