Cognitive Dissonance

Cognitive Dissonance in Communication and Media Studies

Cognitive dissonance is a psychological theory introduced by Leon Festinger in 1957, which posits that individuals experience discomfort when they hold conflicting beliefs, attitudes, or values. This discomfort, known as dissonance, motivates them to reduce it by altering their attitudes or beliefs, acquiring new information, or minimizing the importance of the conflict.

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