Communication Theories ACM 2023 PDF

COMMUNICATION THEORIES ACM 2023 By: Assoc. Prof. Dr. Osama Kanaker  ‫بسم الله الرحمن‬ ‫الرحيم‬ 01/30/2025 Assoc. Prof. Dr. Osama Kanaker 2  Media Effects Theories (Part 3) (Limited Effects) Assoc. Prof. Dr. Osama...

COMMUNICATION THEORIES ACM 2023 By: Assoc. Prof. Dr. Osama Kanaker  ‫بسم الله الرحمن‬ ‫الرحيم‬ 01/30/2025 Assoc. Prof. Dr. Osama Kanaker 2  Media Effects Theories (Part 3) (Limited Effects) Assoc. Prof. Dr. Osama 3 01/30/202  The Class of Today Selective Exposure Theory Assoc. Prof. Dr. Osama 4 01/30/20 Kanaker 25  Introduction Selective Exposure Theory is a communication theory that suggests that individuals tend to select and consume media content that aligns with their preexisting beliefs, attitudes, and values while avoiding content that contradicts or challenges their established viewpoints. This theory posits that people actively seek out information and media messages that confirm their existing beliefs and avoid information that may create cognitive dissonance or challenge their Assoc. Prof. Dr. Osama Ka naker 5 01/30/20 25  Selective Exposure Theory There are six key points of Selective Key Points of Selective Exposure Theory: Exposure Theory 1. Confirmation Bias: Confirmation bias = the fact that people are more likely to accept or notice information if it appears to support what they already believe or Assoc. Prof. Dr. Osama expect (Cambridge Dictionary). 6 01/30/202 Kanaker 5  Selective Exposure Theory Key Points of 1.Confirmation Bias: This is a Selective fundamental component of Exposure selective exposure theory. Theory Confirmation bias refers to the tendency of individuals to actively seek out and give more weight to information that Assoc. Prof. Dr. Osama confirms their existing beliefs or 7 01/30/202 Kanaker 5 attitudes.  Selective Exposure Theory For example, if someone strongly Key Points of Selective believes in climate change, they Exposure may prefer to consume news Theory articles or content that supports the idea of climate change and ignore or dismiss information that suggests otherwise. Assoc. Prof. Dr. Osama Kanaker Another example is conspiracy 8 01/30/202 5  Selective Exposure Theory 2. Avoidance of Cognitive Dissonance: Key Points of Selective Dissonance = disagreement (Cambridge Exposure Dictionary). Theory Cognitive dissonance = an uncomfortable feeling that comes from believing or thinking two different things that cannot both be right. This feeling might be caused, for example, when someone wants to or has to do something that they believe to be Assoc. Prof. Dr. Osama Kanaker wrong9 (Cambridge Dictionary). 01/30/202 5  Selective Exposure Theory 2. Avoidance of Cognitive Key Points of Selective Dissonance: Cognitive dissonance Exposure occurs when a person holds two Theory conflicting beliefs or experiences psychological discomfort when confronted with contradictory information. To reduce this discomfort, individuals often avoid Assoc. Prof. Dr. Osama exposure 10 to information 01/30/202 that Kanaker 5 challenges their existing beliefs.  Selective Exposure Theory For instance, a person who Key Points of Selective identifies as a vegetarian might Exposure avoid reading articles or watching Theory documentaries about the health benefits of consuming meat. Assoc. Prof. Dr. Osama 01/30/202 11 Kanaker 5  Selective Exposure Theory 3. Partisan Media and Echo Key Points of Selective Chambers: Exposure Partisan = strongly supporting a Theory person, principle, or political party, often without considering or judging the matter very carefully (Cambridge Dictionary). Echo chamber = a situation in which Assoc. Prof. Dr. Osama Kanaker people only hear opinions of one type, 12 01/30/202 5  Selective Exposure Theory 3. Partisan Media and Echo Chambers: Key Points of Selective exposure can lead to the Selective creation of media outlets that cater Exposure Theory exclusively to a particular ideological or political group. In these echo chambers, people are continually exposed to content that reinforces their existing beliefs. For example, partisan news channels or websites may predominantly present news and opinions that align with a Assoc. Prof. Dr. Osama 01/30/202 specific political5 ideology, attracting 13 Kanaker  Selective Exposure Theory 4. Filter Bubbles: Key Points of Selective Filter bubble = a situation in which someone Exposure only hears or sees news and information that Theory supports what they already believe and like, especially a situation created on the internet as a result of algorithms (= sets of rules) that choose the results of someone's searches. E.g. If we don’t come out of our filter bubble, we hear only the news that confirms our Assoc. Prof. Dr. Osama biases 14 (Cambridge Dictionary). 01/30/202 Kanaker 5  Selective Exposure Theory 4. Filter Bubbles: In the digital age, Key Points of Selective algorithms on social media platforms Exposure and news websites often personalize Theory content based on a user's past behavior and preferences. This can create "filter bubbles" where individuals are exposed to a narrow range of content that aligns with their existing interests. As a result, people Assoc. Prof. Dr. Osama 01/30/202 may not encounter diverse viewpoints 15 Kanaker 5  Selective Exposure Theory 5. Selective Perception: Key Points of Selective Selective Perception is a form of bias Exposure because we interpret information in a Theory way that is congruent (in agreement) with our existing values and beliefs. Assoc. Prof. Dr. Osama 01/30/202 16 Kanaker 5  Selective Exposure Theory 5. Selective Perception: Even when Key Points of Selective people encounter information that Exposure contradicts their beliefs, they may Theory engage in selective perception. This means they interpret the information in a way that confirms their preexisting views. For example, two people watching the same news report on a political event may Assoc. Prof. Dr. Osama 01/30/202 interpret it differently based on their 17 Kanaker 5  Selective Exposure Theory 6. Selective Retention: People tend Key Points of Selective to remember information that Exposure supports their existing beliefs more Theory effectively than information that challenges them. This can further reinforce their convictions over time. Assoc. Prof. Dr. Osama 01/30/202 18 Kanaker 5  Conclusion In summary, selective exposure theory explains how people actively choose media content that aligns with their existing beliefs, attitudes, and values, leading to reinforcing their convictions and potentially deepening societal divisions. Thus, this theory suggests that the effect of media is limited because the audience chooses content that aligns with their existing beliefs rather than being bombarded by a single source of messages. Assoc. Prof. Dr. Osama Ka 19 01/30/20 naker 25  Recap the Class of Today Selective Exposure Theory Assoc. Prof. Dr. Osama 20 01/30/20 Kanaker 25  THE END ‫السالم عليكم ورحمة‬ ‫الله وبركاته‬ Assoc. Prof. Dr. Osama 21 01/30/20 Kanaker 25