LONGITUDINAL TEST OF THE SELECTIVE EXPOSURE HYPOTHESIS

Field research which supports the conclusion that mass media campaigns are ineffective has generally been difficult to interpret because of methodological limitations. Despite these limitations, the argument that individuals will expose themselves only to information which is consistent with their current attitudes is generally offered as an explanation for the negative results. The research reported here uses data from a public health mass media campaign to test this selective exposure hypothesis. Using the variables of media campaign exposure, health knowledge, and health attitudes, the results indicate support for the effectiveness of the media campaign and little support for the selective exposure hypothesis. ©Public Opinion Quarterly.