Media effects
- Created by: HeavenlyOne_568
- Created on: 26-04-22 11:27
Selective filtering - Interpretivist approach by Klapper
Stage 1 : selective exposure - Klapper
We select what we engage in and what we are exposed to.
Stage 2: selective perception
We choose what we agree and disagree with. E.g. someone may disagree with immigratfon but reject the idea that the housing crisis is created by this group.
Stage 3: Selective retention
Means people will forget material that is not in line with their beliefs. They remember informatgion that fits in with their ideologies.
Case studies
Daily mirror - During the Iraq war 2003, The Mirror opposed it yet 50% of their readers were for the war. (Labour supporting)
Daily Mail - The mail is a strong supporter of war but 25% of their readers were in favour of it.
These show that consumers have the power to interpret media how they want.
1 selective perception /
2Selective percdeption /
3 selective exposure /
4 Selective retention /
The Glasgvow Media…
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