This key topic video for AQQ A Level Sociology students summarises the selective filter model, one of the key model students need to learn to explore the relationship between media and audiences.

VIDEO SUMMARY

The selective filter model suggests that audiences display agency in their choice, interpretation, and retention of media messages. Clapper proposed 3 filters that media messages pass through: selective exposure, selective perception, and selective retention. Individuals choose what media to engage with, interpret messages based on their worldview, and retain information that aligns with their opinions. Critics argue selective retention is difficult with short attention spans, algorithms limit selective exposure, and individuals seek out reinforcing media.