Peoples choice study

After reading through the workings of the Peoples Choice study I found it very interesting that the findings lead to the conclusion, "that the main effect of the campaign was reinforcement, in that the media strengthened attitudes that were already held by the voters" (Rodman, pp.40-41). the text also talked about how the people going into the study already knew how they felt about the the political leaders and would find, even sub-consciously, external information; whether it be from social groups, individuals, print or a technological medium to reinforce their own perceptions of what they believed to be true. I think that you can take this concept and apply it to everyday life. we could look at body image, self-perception, inter/ intra-personal relationships, mass communication, world and political views or even how a person might connect a certain color or song with a specific emotion. I don't think the average person consciously seeks external energies that will lead them to constantly reinforce their being, but if we take into account the good friends we have, the choices that we have made to study a certain field, our personal methods of transportation, even the clothing we where, it becomes so certain that we could conclude in light of the idea that individually we are each creating our own smaller realities within the larger trends of society, and wouldn't it make sense that we create that reality to fit us comfortably or at least in a way that makes sense.
The research also found that the opinions of the voters changed and in a way started to reflect the opinions of those around them, but at the same time kept the personal values of the individual voters. This concept could be broken down into a social- survival skill. trying to keep the peace in a way,but it also can be seen through the lens of the Social Desirability Response Bias.A theory that explains the comfortable need of 'gelling' with the larger mass to avoid being ridiculed or judged. "Research participants are concerned with how they will be perceived and evaluated by the researcher or by other participants. As a result they sometimes respond in a socially desirable manner rather than naturally and honestly. People are hesitant to admit that they do certain things, have certain problems, or hold certain attitudes" (Leary, Behavioral Research Methods, p 99-100).