1. Reinforcement Theory

2. History Established by Joseph Klapper (1960)
Released a book ‘The Effects of Mass Communication’
Suggested that the media has little power to influence people
Thought it was important to move away from thinking that the media is all powerful in influence
The reinforcement theory is a linear theory that contains relatively open texts

3. School of Thought
Reinforcement theory is a form of a reception theory more than a cultural effects model – why? Kappler’s theory suggests:
Media has power but it isn’t that significant
The audience use the media to reinforce their predispositions
Audience therefore has an active involvement due to the three primary mechanisms that are behind the theory

4. Three Primary Mechanisms
As an audience member we have;
Selective Exposure: we favor information that supports our own beliefs and views
Selective Perception: we won’t notice/will forget stimuli that contradicts prior beliefs
Selective Retention: based on prior two mechanisms, we will selectively continue to retain the information we want to

5. Media as a Reinforcer
Klapper theorised that the media acts only to reinforce our – pre-existing attitudes and beliefs
It’s unlikely that media will actually change audience’s attitudes or ideas under this theory

6. Media as an Influencer
Media only influences people on new ideas or concepts
Media is unlikely to change audience’s views on most issues with deeply entrenched values such as racial or religious views

7. Main Influences
Since he theorised that media wasn’t the main source of influence in people’s lives, he suggested that things like;
Schools
Family
Community
Religious institutions

8. Real World Example
Violent Video games – reinforcement of violent behavior
Participating in violent video games where users are ‘awarded’ for killing opponents could reinforce violent behaviors
The reinforcement theory however would suggest that the games don’t actually impart the behavior, but would simply reinforce violent tendencies users would already have