Filters and Feedback

Filtration

the processing and decoding of information

Types of filters:

1. informational and linguistic filters

intelligence and cognitive skills

understanding of languages/sublanguages

2. Psychological filters

emotions

attitudes

experiences

3. Cultural filters

norms/values

religious beliefs

bias

4. Physical filters

senses

health

environment/noise

Defense mechanisms

avoidance

tune-out

cognitive dissonance

Feedback

active - when the audience initiates

passive - when the media initiates