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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

Continues…

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