SAGE Reference - Encyclopedia of Public Relations

Entry
Reader's guide
Entries A-Z
Subject index

Reinforcement Theory

In: Encyclopedia of Public Relations
Edited by: Robert L. Heath
Subject:Public Relations, General Media, Communication & Cultural Studies

Reinforcement theory was proposed in 1960 by Joseph T. Klapper to challenge the dominant media effects theory, which had become popular during the middle decades of the 20th century. Reinforcement theory argued that the media do not have a dominant effect ...

Tools
Tools icon close
- Add to list Added to list Added
- Download PDFopens in new window
- Cite
  
  Cite icon close
  
  Format APA
  
  Heath, R. L. (2005). Reinforcement theory. In Encyclopedia of public relations (Vol. 1, pp. 739-740). SAGE Publications, Inc., https://dx.doi.org/10.4135/9781412952545.n369
  
  Heath, Robert L. "Reinforcement Theory." In Encyclopedia of Public Relations, edited by Heath, Robert L., 739-40. Thousand Oaks, CA: SAGE Publications, Inc., 2005. https://dx.doi.org/10.4135/9781412952545.n369.
  
  Heath, R. L. 2005. Reinforcement Theory. In: Robert L. Heath Editor, 2005. Encyclopedia of Public Relations, Thousand Oaks, CA: SAGE Publications, Inc. pp. 739-740 Available at: <https://dx.doi.org/10.4135/9781412952545.n369> [Accessed 4 Jul 2022].
  
  Heath, Robert L. "Reinforcement Theory." Encyclopedia of Public Relations. Edited by Vol. 1. Thousand Oaks: SAGE Publications, Inc., 2005, pp. 739-40. SAGE Knowledge. 4 Jul 2022, doi: https://dx.doi.org/10.4135/9781412952545.n369.
  copy to clipboard
  or
  
  Export to your reference manager Endnote
  
  Export
  
  Cancel
- Share
  
  Share icon close
  
  Share via
  
  Email
  
  Please log in from an authenticated institution or log into your member profile to access the email feature.
  
  Sign in/register
- Text size
  
  Text Size close
  
  small
  
  Medium
  
  Large
  
  Cancel
- Embed
  
  Embed icon close
  
  Embed this Content
  Add this content to your learning management system or webpage by copying the code below into the HTML editor on the page. Look for the words HTML or </>. Learn More about Embedding icon link (opens in new window)
  
  Embed code:
  
  Copy to clipboard
  
  Cancel
- Get link
  
  Get link icon close
  
  Link to this page directly with a permalink:
  https://sk.sagepub.com/reference/publicrelations/n369.xml
  
  Copy to clipboard
  
  Cancel
On this page
On this page icon close
On this page

Data resources

Document resources

Video resources

Sign in to access this content

Get a 30 day FREE TRIAL

Watch videos from a variety of sources bringing classroom topics to life
Read modern, diverse business cases
Explore hundreds of books and reference titles

Reinforcement Theory

Sign in to access this content

Get a 30 day FREE TRIAL

Read next

More like this

SAGE Recommends