SELECTIVE FILTER MODEL - Audience Theory

Joseph Klapper 1960

Klapper states that the media can only be effective/have impact on an audience once it has undertaken 3 stages.

This theory ensures that the audience has an active role in how they or choose to apprehend or understand the message given and what if any effect on them.

1.       Exposure

The audience has a choice to engage with the media and what types of media they are exposed to. The audience must choose to view, read or listen to the content of specific media. Media messages can have no effect if no one sees or hears them. However that audience chooses depends upon their interests, education, work commitments and so on.

2.       Perception

The audience can then choose whether they wish to accept the message being conveyed. The audience may not accept the message; some people may take notice of some media content but decide to reject or ignore others. For example heavy smokers choose to ignore the television programmes which focus on lung cancer.

3.       Retention

The audience has to then remember the message in order for it to have an effect on them. The messages have to ‘stick’ in the mid of those who have accessed the media content.

Conclusion

ITS ONLY BENEFICIAL IF THE AUDIENCE ARE FIRSTLY EXPOSED TO THE PRODUCT AND IF THEY LIKE THE PRODUCT! 

I can apply this theory to my work:-

Exposure: My audience need to actually choose to see my product therefore they have the first hand choice on putting the music channel on, listening to on radio, download it or search it on an entertainment site like www.YouTube.com where my product would be. This would depend on their lifestyle if they are exposed to these music channels etc what my product would be on.

Perception: My audience may not agree with:
                    - Drinking Alochol
                    - Husband working away and leaving his wife and family
                    - Husband's and wife's role in the household - gender issues in gender equally.

Retention: The message that the audience may take away is what the lifestyle was like in the 1950's, costume, hairstyle, job roles etc therefore can think about the past in more depth. Being alone for a long period of time and missing someone you love, the audience can relate this to themselves, family or friends experiences.