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

 
 

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