Literature Review On Communication | Assignment

Running head: LITERATURE REVIEW ON COMMUNICATION
LITERATURE REVIEW ON COMMUNICATION
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LITERATURE REVIEW ON COMMUNICATION1
Introduction
The term ‘Communication’ means the exchange of information between two or more
entities through writing, speaking or some other medium. According to Bonvillain (2019),
communication is an important aspect in human existence as it is the basis of acquiring and
sharing knowledge. The Cognitive Dissonance theory of communication was first
propounded by Leon Festinger (Chapanis & Chapanis, 2017). This theory is important to the
understanding of communication because it provides different perspectives and opinions of
various entities. Since opposing opinions can cause disruptions in ideologies, the cognitive
dissonance theory stresses on eliminating such disruptions through proper communication.
The theory of cognitive dissonance is applicable to scholars as well as the general-public, as
differing opinions and dissonances can occur in every field. The review will analyze the
aspects of rationalizing dissonances and how they are applicable in real life situations.
Theoretical discussion
The term dissonance refers to the discomfort felt by an individual when faced by
contrasting perspectives and opinions of others or a challenge faced by the individual against
his or her predominant cognition. Every individual has his or her own set of values and
beliefs that can become dissonant on accounting contrasting beliefs of other entities. The
cognitive dissonance theory explores such dissonance and challenges of opposing beliefs.
The theory further suggests that when faced by such contrasts and oppositions, individuals
have a tendency to motivate the reduction and elimination of dissonance through
communication. The objectives of such strategies to remove dissonance aim at increasing the
value of consonant elements and decrease the value of dissonant elements. The paradigmatic
assumption of this theory predicts that changing and accommodating an individual’s attitude,
beliefs and behavior can result in an elimination of dissonance (Griffin, 2012). Moreover,

LITERATURE REVIEW ON COMMUNICATION2
such resolution can also be obtained by laying importance of agreeable information and
preventing discrepant information. The theory further elaborates on two topics of dissonance
reduction, namely, cognitive rationalization and behavioral rationalization. Cognitive
rationalization refers to the process of attitude changing in order to accommodate contrasting
viewpoints. According to Vaidis (2014), the process of cognitive rationalization can be
undertaken by a deliberate increase of preference for chosen options of decision making and
decrease of preference for rejected options. The process of such rationalization thus motivates
the reduction of varying opinions in any decision making procedure. According to McGrath
(2017), behavioral rationalization encompasses within its scope the changing or control of
behavior in order to reach a resolution of conflicting ideas and beliefs. The expected behavior
of an individual faced by challenging beliefs is justification of their opinions and behavior.
However, through effective communication, such contrasts can be overcome, following a
moderation of behavior to accommodate other opinions. This process involves the attaining
of a cognitive equilibrium producing a common ground for the elimination of unchosen
options in decision making. Through the passage of time, researchers have developed several
views about the cognitive dissonance theory, regarding the rationalization of opposing ideas.
Festinger himself hypothesized certain mechanisms that might cause rationalization and
harmony among individuals. These mechanisms have been termed as selective exposure,
minimal justification and post decision dissonance (Griffin, 2012).
Synthesis of scholarship
The cognitive dissonance theory predicts discordance among individuals due to the
exposure to contrasting viewpoints. However, according to Cooper and Carlsmith (2015) the
theory also depicts that such discordance can be elimination through a process of
rationalization. Leon Festinger, the postulator of the cognitive dissonance theory, further
suggested that there lies a tendency among individuals to control behavior and attitudes to