active audience model

Question 1

paragraph 1

Answer 1

selective filter model - klapper

media messages must go through 3 filters - active choice on part of audience

selective exposure - chooses to view media - horror for teens
selective perception - audience may decide to reject it if it doesnt fit their perception of social world - smoker ignoring smoking health advice
selective retention - most people have tendency to remember only things they agree with - 3 minute culture

Question 2

paragraph 2

Answer 2

two step flow model

Katz and Lazarsfeld - personal relationships and social networks dominated by opinion leaders

media goes through two steps before effect - opinion leader exposed to media content - disseminates their interpretation of that content and those who respect the opinion leader and influenced by their interpretation

active not passive