Audience Effects Models - Selective Filter Model Flashcards
Which sociologist is behind the Selective Filter Model
Klapper
What is the selective filter model
For media to have any effect it must go through 3 filters:
Selective exposure
Selective perception
Selective retention
What is Selective exposure
Audiences choose to view what media they want
There will be no effect on an audience if no body views the media
It may be based on interests or due to things resticting audiences to certain media
E.g choose what social media to follow
What is Selective perception
May react and interpret the same message differently ased on each person
The individual can accept or reject information (especially if they contradict current views)
E.g smokers may ignore campaigns for risks of smoking
What is selective retention
The media will only impct someone is they remember the media messages they have consumed
Research shows people are more likely to retain info they agree with
What did Postman find with attention spans
We are in a 3 minute culture which suggest out attention spans are weakening - shows the media may have less impact as people are more likely to forget
What are two examples that can be used to show the Selective filter model
Politicians campaigning for votes - audience can ignore based on own choice of party
Negative views on media - some people chose not to view it at all, those who view it then have the choice to accept or rejet it
What is one positive of the Selective filter model
PM and Pluralists - supports the idea of choice and how we interpret messages and how much we take from it (avoid determinism)
How do marxists criticise the Selective filter model
Media is an ISA and there is no choice in media
Media reinforces capitalist ideology and controled by the RC - media is forced on WC with little choice over what they are exposed to and is difficult to ignore
No variety to choose from - all the same one message
