April 26, 2018 / C H Thompson

Cultural effects model

Morley suggests audience readings stem from their age, gender, sexuality etc Klapper termed this selective filtering
Selective filtering is an interactionist approach (symbolic interactionism)
Klapper suggests there’s three filters audiences use, selective exposure; selection perception and selective retention
The above are used to explain why regular readers of The Sun newspaper (which supported Cameron) still voted Labour
The GMG argue we shouldn’t underestimate the power of the media – just think of Trump’s criticism of the US media in derailing his election campaign – as the cultural effects model highlights:
The power of a dominant class to ideologically contaminate the media
Over time the media helps shape people’s views about the word around them

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