The Selective Filter Model

• The Selective Filter Model is an example of an Active Audience Approach
• Klapper (1960) conceptualised the Selective Filter Model
• Klapper conceptualised the Selective Filter Model in 1960
• Klapper (1960) argued that audiences are not passive receptors of media propaganda but that the media simply reinforces previously held beliefs & attitudes
• Klapper (1960) conceptualised the Selective Filter Model and structured using 3 Stages:

  1. Selective Exposure
  2. Selective Perception
  3. Selective Retention
• Klapper (1960) conceptualised the Selective Filter Model in which the 1st Stage is 'Selective Exposure':

  • The Audience select which media they want to engage with
• Klapper (1960) conceptualised the Selective Filter Model in which the 2nd Stage is 'Selective Perception':

  • The Audience chooses how they perceive the media message, they may accept or reject it
• Klapper (1960) conceptualised the Selective Filter Model in which the 3rd Stage is 'Selective Retention':

  • The Audience will retain the media content that accords with their interests & beliefs