Cultural Effects Model

If the same media messages are repeated often enough they become accepted as fact by viewers. However, audience members are able to resist these messages.

The Cultivation effects model also suggests that 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 three different types of readings:

-Dominant, which is the way the producer intends the audience to react, for example when using the Male Gaze Theory heterosexual men are expected to be attracted.
-Negotiated, which is unintentional audience being attracted, for example attracting homosexual women when using the Male Gaze Theory.
-Oppositional, where a viewer goes against expectations.

Selective Exposure is the choosing to walk away from the product if you do not like it.

Selective Perception is remembering only the parts that you liked from something. 

Selective Retention is remembering the band/song even if the video wasn't remembered.