If the same media messages are repeated often enough they will be accepted as fact, but audience members can resist these messages. The cultivation effects model also suggests the audience are active and can 'decode' messages in media texts in a number of ways. People's responses are affected by their social background.
There can be different types of reading:
- dominant - (intention) - majority
- negotiated - in the middle
- Oppositional - people not liking the text
Selective exposure: Choosing to walk away from the product.
Selective perception: Remembering selective parts of the video that you like.
Selective retention: People remember the band and the song, even if they don't remember the video.
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