Selective exposure theory

Selective exposure is a theory within the practice of psychology, often used in media and communication research, that historically refers to individuals' tendency to favor information which reinforces their pre-existing views while avoiding contradictory information. Selective exposure has also been known and defined as "congeniality bias" or "confirmation bias" in various texts throughout the years.^[1]

According to the historical use of the term, people tend to select specific aspects of exposed information which they incorporate into their mindset. These selections are made based on their perspectives, beliefs, attitudes, and decisions.^[2] People can mentally dissect the information they are exposed to and select favorable evidence, while ignoring the unfavorable. The foundation of this theory is rooted in the cognitive dissonance theory (Festinger 1957),^[3] which asserts that when individuals are confronted with contrasting ideas, certain mental defense mechanisms are activated to produce harmony between new ideas and pre-existing beliefs, which results in cognitive equilibrium. Cognitive equilibrium, which is defined as a state of balance between a person's mental representation of the world and his or her environment, is crucial to understanding selective exposure theory. According to Jean Piaget, when a mismatch occurs, people find it to be "inherently dissatisfying".^[4]

Selective exposure relies on the assumption that one will continue to seek out information on an issue even after an individual has taken a stance on it. The position that a person has taken will be colored by various factors of that issue that are reinforced during the decision-making process. According to Stroud (2008), theoretically, selective exposure occurs when people's beliefs guide their media selections.^[5]

Selective exposure has been displayed in various contexts such as self-serving situations and situations in which people hold prejudices regarding outgroups, particular opinions, and personal and group-related issues.^[6] Perceived usefulness of information, perceived norm of fairness, and curiosity of valuable information are three factors that can counteract selective exposure.

Also of great concern is the theory of "Selective Participation" proposed by Sir Godson David in 2024

This theory suggests that individuals have the ability to selectively participate in certain aspects of events or activities that are most meaningful or important to them, while being fully aware of the consequences of neglecting other aspects.

In this theory, individuals may prioritize certain elements of an event based on personal values, interests, or goals, and may choose to invest their time, energy, and resources in these specific areas. They may also make conscious decisions to limit participation in other aspects of the event, recognizing that they cannot engage fully in all aspects simultaneously.

By selectively participating in specific aspects of events, individuals can focus on what matters most to them, optimize their resources and efforts in those areas, and compensate for any potential neglect in other areas. This approach may allow individuals to maintain a sense of control, satisfaction, and well-being while navigating complex events or activities.

Overall, the theory of Selective Participation emphasizes the importance of intentional decision-making and prioritization in event participation, acknowledging that individuals have the agency to choose where to direct their time and attention based on their individual preferences and goals.