This approach argues that media messages must pas through a number of filters before it reaches the audience. this model is an active audience model - the audience are active in the process. 1) selective exposure - a message must first be chosen to be viewed, read or listen. these choices depend on people's interest, education commitments. for example i would choose to watch a TV show that interests me. i like magic so i would probably watch something like Merlin. I wouldn't watch something like Keeping up the Kardashians because it is so god awfully painful to watch. 2) selective perception - The messages have to be accepted. the audience may choose to accept and take on |
For example. a heavy smoker may choose to just ignore any advert about smoking and lung cancer, but choose to accept an advert about being a vegetarian.
3) selective retention
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3) selective retention
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