Theory of selective influence:

This theory of selective influence is based on individual difference as follows

• The media presented message to the members of mass society but those messages are received and interpreted selectively
• The basis of selectivity lies in variation in habits of perception among members of society
• Variation in habits of perception occur because each individuals have unique personal organization of belief, attitudes, values, needs, and modes of experiencing gratification that has been acquired through learning
• Because perception is selective, interpretation, retention, and response to media message are also selective and variable
• Thus, the effect of media is neither uniform, powerful nor direct. Their influence is selective and limited by individual psychological difference .
• This view of effect of the media become prominent, a search was undertaken for those psychological factors that operate as perceptual screen, lettering some influence in, but keeping others out .For example technology of organic and inorganic is selected by the farmers.