Politically Motivated Reinforcement Seeking: Reframing the Selective Exposure Debate

This article seeks to reframe the selective exposure debate by demonstrating that people exhibit a preference for opinion‐reinforcing political information without systematically avoiding opinion challenges. The results are based on data collected in a national random‐digit‐dial telephone survey (n = 1,510) conducted prior to the 2004 U.S. presidential election. Analyses show that Americans use the control afforded by online information sources to increase their exposure to opinions consistent with their own views without sacrificing contact with other opinions. This observation contradicts the common assumption that reinforcement seeking and challenge avoidance are intrinsically linked aspects of the selective exposure phenomenon. This distinction is important because the consequences of challenge avoidance are significantly more harmful to democratic deliberation than those of reinforcement seeking.