active audience model Flashcards

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selective filter model - klapper

media messages must go through 3 filters - active choice on part of audience

selective exposure - chooses to view media - horror for teens
selective perception - audience may decide to reject it if it doesnt fit their perception of social world - smoker ignoring smoking health advice
selective retention - most people have tendency to remember only things they agree with - 3 minute culture

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two step flow model

Katz and Lazarsfeld - personal relationships and social networks dominated by opinion leaders

media goes through two steps before effect - opinion leader exposed to media content - disseminates their interpretation of that content and those who respect the opinion leader and influenced by their interpretation

active not passive

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