Reinforcement Theory

Much like a behavioral process. People learn to

associate which consequences, good or bad, go with

which behaviors from the media. They generally will

seek out and remember things that support their

cognitive view. We are more likely to behave in ways

that will rewards us rather than act in ways that will

cause trouble. They can use the media as a tool to see

what is an acceptable way to behave in society and follow

it so they can be accepted or rewarded.