Mass Media: Two Step Flow and U+G

1. Which three filters did Klapper state media messages must pass through? (all correct)

selective retention: messages have to stick in mind of those who have accessed the media content
selective exposure: audience choose, media messages can have no effect if no one seems them, choose content based on film certification system
selective perception: audience may not accept the message - may take notice of some but reject/ignore others

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Social learning: use media to solve problems, seek guidance, to access info and learning, and to find role models
Relational: gives families something to talk about - families don't sit down together for dinner
Avoidance: use TV to escape others
Affiliation: tv may reinforce family community - sit down to watch popular show that transcend age differences together
Competence dominance: members of the family may demonstrate their power by taking control of the remote

Surveillance: people use media to obtain info and news about the social world in order to help them make up their minds on particular issues
Diversion: people immerse themselves in media to make up for lack of satisfaction at work and daily lives
Personal identity: people use media to makeover or modify their identity
Personal relationships: media used to compensate for decline of community as people identify with soap characters as we know more about them then our own neighbours. cyber communities - alternative families

the opinion leader is exposed to media content
those who respect the opinion leader internalise their interpretation of that content