Leon Festinger

Stereotypes shape public opinion. They are narrative shortcuts which orientate the audiences expectations. Some people argue that stereotypes are fixed and unchanging

• Mass audience-all people share the same views
• Hypodermic theory-Injects an idea into people

Festinger believes that we resist changing our opinions unless faced with overwhelming evidence against what we believe. Cognitive distance is when our "brain" encounters new ideas and rejects them because they don't match our expectations. This is know as reflective or a two way believe.