"The Reinforcement Theory"

The Reinforcement Theory states that media has little power in influencing people, it just reinforces what people already think. It also says that the only time media influences people is when it introduces a new idea or concept. It was proposed by Joseph Klapper in 1960. He argued that people were more likely to be influenced by their families, schools, or religious institutions than by the media. Klapper also mentioned how there are certain attitudes and beliefs that the mass media would not be able to change. These include racial and religious tolerance because those are part of a person's self-image.




http://www.mediaknite.org/reinforcement-theory/