ATTITUDE CHANGE THEORY | CARL HOVLAND

The main reason for the attitude change theory to come into effect was World War II. When World War II broke out the American public showed reluctance to allow their government to take part in it as they realized the effects of World War I (and still felt the repercussions).

Therefore the government embarked on publicity campaigns to mould public opinion in favor of the nation joining the war.

The US Office of War Information (OWI) commissioned Carl Hovland and his team of researchers to test the effect governments propaganda was making on the public. This led to the development of attitude change theory.

This theory tells us how communication can influence ones attitude and behavior.

The Attitude Change Theory is based upon two important elements: Dissonance and Selective Processes.

Dissonance is founded on the belief that a new or paradoxical situation makes us uncomfortable and gives us the feeling of dissonance.

In order to overcome this discomfort we take recourse to three interrelated selective processes:

Selective exposure

Selective retention

Selective perception

Selective Exposure – Admitting only such messages that go hand in hand with our beliefs and attitudes.

e.g. One is not interested in information about a Mac Book. Once you buy it – you read the information – this is done to assure oneself that the money spent is not wasted.

Selective Perception – ensures that a person will interpret a message in the light of already existing beliefs and attitudes.

Selective Retention – cause very little attitude change as they allow admittance to only selective content. But this is true only when the media content is mostly informational in nature and not when it is cultural in nature.

e.g. media tackling issues related to racial prejudice… devdasi system in India and prostitution.