SELECTIVE FILTER MODEL - KLAPPER 1960 - AUDIENCE THEORY

Klapper states that media only has an effect if it has under takne 3 stages. The selective flow model ensures that the audience have an active role in how they choose to apprehend or understand the message give and what, if any, effect it has on them.

The three stages are:

1. Exposure
2. Perception
3. Retention

SELECTIVE EXPOSURE:
 The audience have a chocie to engage with the media and what types of media they are exposed too. An audience must choose to listen, view or read the content of the selective media, the media will have no effect if no one sees or hears the media.

PERCEPTION:

Audiences choose whtehr they wish to accept the message being conveyed, however, they may not accept the message. Some audiences may choos eot accpet some of the message but not all of it. For Example: a havey smoker who watches a documentary on the relationhsip between smoking and lung cancer may choose to ignore the message given during the documentary and focus solely on what he wishes the obtain.

RETENTION:
The audience have to remember the message form the media tetx in order for it to have an effect or for the message to 'stick' in the mind of those who have accessed the content.

In conclusion the theory states that if you -as an audience- have actively responded to the media in these three ways the media has been successful.

HOW DOES THE THEORY APPLY TO MY WORKIf the audience choose to engage with my music video then they have exposed themselves to my media. From the exposure if the audience understand my message of acting without thinking has consequences that may be irreversible, then they have percieved my media in the preferred way. However, an audience may choose to disagree with my message and may not understand my message at all, their perception of my media material may be different. If the audience remember the message in my music video and retain the message then they have successfully retained the information. However the audience may choose to reject the message due to the violent acts being displayed. If the audience has actively responded to my media in this way then my media product has been successful.