Selective Exposure/Attention/PerceptionThe selection of information is controlled, first of all, by the build of the organism – specifically, the build of the sensory organs.People select out what they are exposed to, attend to, and store to the memoryPreexisting dispositionsExpose yourself to consistent informationAvoid inconsistent informationCognitive Dissonance“A lesson in cognitive dissonance” – FestingerAttention between what we think and what we doWe try to reduce the dissonance from how we should act to how we actually do act.You come to believe a big lie, for a big incentiveFestinger:Why people seek out and avoid certain types of informationWhen Dissonance exists, a person will experience psychological discomfort and, thus, be motivated to reduce it to achieve consonance.Conversely, when dissonance exists, a person will try to avoid situations and information that may increase it.Erie County Study (1940)Lazarfeld and ColleaguesPeople tend to choose political information as a means to reinforcing their political predispositions.“Brand Loyalties” – based in religion and social class, which are supported by interpersonal discussion.Decatur Study/The People’s Choice StudyTwo-Step Flow (MASS MEDIA – OPINION LEADERS – FOLLOWERS)The media disseminates information to opinion leaders on specific topics.Whoever has interest in specific subject, pass on their opinion to followers.The opinion leaders pass on their opinions to their followers via Interpersonal Communication.COMM375: 2.13.14, LECTURE 1, UNIT 2-Selective Exposure/Attention/PerceptionoThe selection of information is controlled, first of all, by the build of the organism – specifically, the build of the sensory organs.oPeople select out what they are exposed to, attend to, and store to the memoryoPreexisting dispositionsoExpose yourself to consistent informationoAvoid inconsistent information-Cognitive Dissonance o“A lesson in cognitive dissonance” – Festinger Attention between what we think and what we doWe try to reduce the dissonance from how we should act to how we actually do act.You come to believe a big lie, for a big incentiveFestinger:Why people seek out and avoid certain types of informationWhen Dissonance exists, a person will experience psychological discomfort and, thus, be motivated to reduce it to achieve consonance. Conversely, when dissonance exists, a person will try to avoid situations and information that may increase it.-Erie County Study (1940)oLazarfeld and Colleagues oPeople tend to choose political information as a means to reinforcing their political predispositions.o“Brand Loyalties” – based in religion and social class, which are supported by interpersonal discussion.-Decatur Study/The People’s Choice StudyoTwo-Step Flow (MASS MEDIA – OPINION LEADERS – FOLLOWERS)oThe media disseminates information to opinion leaders on specific topics.Whoever has interest in specific subject, pass on their opinion to followers.The opinion leaders pass on their opinions to their followers via Interpersonal
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