Interpretivist approach

• How may encoding/decoding and reception analysis taking place in practice shown

  The Interpretivist selective filtering approach
• How does Klapper explain selective filtering?

  There are 3 filters people apply in their approaches to interpretations of the media:

  1. Selective exposure
  2. Selective perception
  3. Selective retention
• What is “selective exposure” ?

  We only watch/ listen to/ read media which we choose to
• What is “selective perception” ?

  People react differently to the same messages depending on how it fits with our views and interests
• What is selective retention ?

  We will forget material that is not in line with our interests and views. We only remember what supports our interests and views
• How does Hall’s cultural effects model underestimate the brainwashing capabilities of the media ?

  Glasgow Media Group : Philo

  very critical of the idea that audiences can make their own readings or interpretation of media texts and that they are polysemic and can mean whatever audiences interpret them to mean

  • he argues audiences are active and can sometimes be critical BUT most people accept the dominant view unless they access alternative information
• How does agenda setting and gatekeeping by the media reduce our ability to criticise ?

  Philo: it can be very difficult to criticise a dominant view if there is little access to alternative sources of information and in most cases the media’s role in agenda setting means those alternative sources are not available to most people
• Criticisms of the cultural effects model

  • Reception analysis and selective filtering exaggerate the active role of media audiences
  • Assumes media personnel like journalists work within the framework and assumptions of the dominant ideology - fails to recognise independence of journalists
  • Suggests audiences have some control over their responses to media, but long term socialisation by the media may limit ability to filter messages - illusion of choice