Question

Cognitive dissonance theory says a lot about cognition - what goes on inside the mind. Why, then, is it in a communication theory textbook? What does communication have to do with dissonance creation or reduction?

Answer 1

Cognitive dissonance is separating the belief system of a person with new knowledge, new information. This theory is first proposed by U.S.psychologist Leon Festinger in the 1950s. This theory tries to explain how people reduce psychological discomfort and achieve emotional balance in the face of inconsistent beliefs or behaviors. This theory reveals how people respond to information or behaviors that challenge their way of thinking. The theory is founded on the assumption that individuals prefer consistency between their expectations and reality. Due to this, people engage themselves in the dissonance reduction process to bring their cognition and actions in line with one another. This creation of uniformity helps in overcoming psychological tension and distress. The theory of cognitive dissonance is composed of two parts. First, the presence of dissonance will cause a person to try to eliminate it and achieve harmony. Second, when consonance is present, a person will avoid situations and stimuli that would add to their distress. Dissonance arises every day through interactions with other people and information constantly being exchanged
Over the years, many modifications to the theory have been proposed. Although the theory was first introduced and examined by psychologists, it gained traction in the field of communication. The theory was helpful in explaining some earlier patterns observed by those researching the influence of communication, such as the seeming preference citizens displayed for like-minded information. Due to its simplicity and straightforwardness, this theory has been successfully applied to several disciplines including communication. That is why the theory of cognitive dissonance is considered as a communication theory adopted from social psychology. This theory empowers individuals as more powerful decision-makers. When we experience cognitive dissonance, we are motivated to decrease it by bringing our cognitions, attitudes, and behaviors in line and making them harmonious. This can be done by persuasion, an active method of influence that attempts to guide people adopting an attitude, idea or behavior based on some kind of communication.