Heider's Balance Theory The FB Cognitive Consistency User's Network and Mass Communication Heider's paradigm focused on two individuals,a person(P), The FB User the object of the analysis, some other person(O), and a physical object, idea,or event(X). Like Branded ContentHeider’s Balance Theory • Cognitive Consistency and Mass Communication • Heider’s paradigm focused on two individuals, a person(P), the object of the analysis, some other person(O), and a physical object, idea, or event(X)