Cognitive style, selectivity, and reinforcement: Toward clarifying the role of political ideology in the reception of political communication

This essay examines the importance of political ideology for the occurrence of political communication effects on the individual level. It is a common assumption in this research area that people tend to be selective about the political information they expose themselves to and also to selectively process it. Selective exposure and selective perception processes are mainly based on the dominant political orientation of the recipient, which usually leads to a reinforcement of preexisting political perceptions and attitudes. We review recent research on selective exposure and perceptions and argue for greater involvement of findings in social psychology regarding differences in cognitive styles that underlie individual policy orientations and justify why and how these findings can promote the study of partisan selectivity in the reception of political communication. We conclude by highlighting theoretical and methodological perspectives arising from the proposed extension of research on selectivity in the process of receiving political communication.