<Li> The exercise of opinion leadership </Li> <Li> The nature of mass media in a free enterprise society . </Li> <P> Three basic concepts: </P> <Ul> <Li> Selective exposure--people keep away from communication of opposite hue . </Li> <Li> Selective perception--If people are confronting unsympathetic material, they do not perceive it, or make it fit for their existing opinion . </Li> <Li> Selective retention--refers to the process of categorizing and interpreting information in a way that favors one category or interpretation over another . Furthermore, they just simply forget the unsympathetic material . </Li> </Ul>

Selective exposure may cause which of the following situations