Reinforcing Spirals Model: Conceptualizing the Relationship Between Media Content Exposure and the Development and Maintenance of Attitudes.

Abstract

The Reinforcing Spirals Model (RSM, Citation Withheld) has two primary purposes. First, the RSM provides a general framework for conceptualizing media use as part of a dynamic, endogenous process combining selective exposure and media effects that may be drawn on by theorists concerned with a variety of social processes and effects. Second, the RSM utilizes a systems-theory perspective to describe how patterns of mediated and interpersonal communication contribute to the development and maintenance of social identities and ideology as well as more transient attitudes and related behaviors, and how those outcomes may influence subsequent media use. The RSM suggests contingencies that may lead to homeostasis or encourage certain individuals or groups to extreme polarization of such attitudes. In addition, the RSM proposes social cognitive mechanisms that may be responsible for attitude maintenance and reinforcement. This article discusses empirical progress in testing the model, addresses misconceptions that have arisen, and provides elaborated illustrations of the model. The article also identifies potentially fruitful directions for further conceptual development and empirical testing of the RSM.