Selective and filter model, active

• Selective and filter model

  Audience choose which media to experience and control parts of the media message to pay attention to and engage with, concerned with transmission of media messages
• Selective and filter model, Fiske

  Argue individuals become very experienced readers of media = individuals can understand media text in many ways and levels and in relation to other media texts on the same subject
• Selective filter model, Klapper

  Argued to get media’s message across, media goes through selective filters:

  • selective exposure = people only consume the media they want / able to get
  • selective perception = people ignore messages they don’t want to hear
  • selective retention = people remember only what they agree with

  Makes it easier for media to reinforce what people think than to change people’s minds
• Selective filter and model, evaluation

  • Emphasises power of the individual to control their experience of the media > people use media in sophisticated way > postmodern (individual has choice)
  • overestimates control of the individual over powerful media messages
  • Concerned with transmission of media messages > easier for media to reinforce what people think