Rational Choice Theory and Media Effects

Hey, everybody plays the fool sometimes
--Aaron Neville

There is a theoretical argument against media bias having any effect on individual perception. Rational choice theory argues that people adjust for the bias of information streaming from particular outlets. Thus, a moderate who is listening to Rush Limbaugh would process information thru a filter that would strip out bias.

Ironically, rational choice theory suggests that listening to Rush Limbaugh drives moderates to become more liberal when processing information rather than more conservative.

In the opposite direction, assume that the average voter understands that the media, on average, are biased left. In previous missives, we have noted that politically motivated journalists will slant their message to a greater extreme in order to sway the voter. Thus, media messages are biased more extremely to the left.

Rational choice theory posits that, because the average voter recognizes the biased message, then the voter process the information with a conservative filter in order to 'sterilize' the message.

However, advances in research cast doubt on the validity of rational choice theory in the realm of media. It appears that significant 'media effects' are present when consuming information presented by politically motivated media. Stated differently, voters can be systematically fooled into thinking and voting against their natural tastes and values.

More in upcoming missives...