Sélective Filter Model

• What is the selective filter model?

  This theory says that the audience choose which media to experience and control which parts of the Media message to pay attention to and engage with
• What do the audiences pick out?

  The parts of the message which for with their world view and ignore the rest
• What did Fiske suggest?

  Said that individuals become very experienced readers of the media. He says that individuals can understand one media text in several different ways on several different levels – and in relation to other media texts on the same subject
• What is a media text?

  A piece of media e.g. a TV programme, an advert, or a newspaper article
• What does Klapper suggest?

  Argued that to get its message across, the media has to go through 3 selective filters
• What are the 3 selective filters?

  Selective exposure, Selective Perception, Selective Retention
• What is Selective exposure?

  People only consume the media they want and are able to get
• What is Selective Perception?

  People ignore messages they don't want to hear
• What is Selective Retention?

  People tend to remember only what they agree with
• How do these 3 selective filters do for the media according to Klapper?

  Klapper said that the 3 selective filters makes it easier for the media to reinforce what people think than to change peoples minds
• What does the selective filter model emphasise?

  The power of the individual to control their experience of the media and says that people use the media in a sophisticated way. It could be seen as postmodern
• What is a criticism of the Selective filter model?

  This model is criticised for overestimating the control of the individual over very powerful media messages