The Reinforcement Theory

This theory describes that the only time the media can influence people is when it introduces a new idea or concept. It generally states that people seek out and remember information that provides support for their beliefs. There are particular attitudes and beliefs that are unlikely to change because attitudes on certain topics are crucial to individuals' self-image.  Reinforcement theory argues that the media confirm audience beliefs and attitudes rather than create new ones. It is a simple theory that many people go by, especially older people because they like to have hardcore evidence to support them throughout their arguments.

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