Selective Exposure Theory- Communication Theories

Selective Exposure Theory  

The Selective Exposure Theory implied that the audience had the tendency to expose themselves only to those messages that were in accordance with their attitudes and their belief systems. 

It stated that people tended to ignore those messages that were contradictory to their beliefs or challenged their attitudes and belief systems.

Stanley Baran and Dennis Davis in their book, “Mass Communication theory: Foundations, ferment and Future” mention the study of Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet (1944, p.89), in their Erie County voter study. The study led to the discovery that “about two thirds of the constant partisans (republicans and Democrats) managed to see and hear more of their own side’s propaganda than the opposition’s…the more strongly partisan the person, the more likely he is to insulate himself from contrary points of view”.