Klapper's basic belief is that a media texts can only have an impact upon an audience once it's undertake 3 stages. This idea ensure that the audience have an active role in translating a media text in order to understand it's message and the effect that it has on them
The 3 stages are as follows...
1. Exposure
The first stage focuses on the first choice. An audience is able to choose which types of media they are exposed to, they only consume what they want to. The choice to expose yourself to certain media texts is usually down to an individuals interests, education, work commitments etc. A media text is ineffective if no one see's or hear's it
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2. Perception
The audience then have another choice to make. They must decide whether they accept the message being conveyed or reject it. It's not always the case that an audience will accept what's being transmitted to them. Often audiences take notice of certain media texts but ignore others.
3. Retention
It's then down to the audience to retain the information in order for it to have any effect on them. The messages have to ‘stick’ in the mind of those who have accessed the media content.
To Conclude, for a media text to have it's desired effect it relies a lot on audience attuitudes towards the text. If they don't like it they will simply ignore and even if they do agree the creaters must still rely on them to retain the message.
This theory can be applied to my work in the following ways...
Firstly, the audience must actually choose whether they want to expose themselves to my music video. They will then perceive the messages within the video in different ways. Some they may accept and reject others. An example group of people who may dislike my video message are those who like to drink alcohol as they see the negative impact it can have (suicidal thoughts). Those who do accept it though will gain the message that if in any state of depression alcohol isn't the answer. My video is a subtle message again drinking alcohol as it shows the situation it can leave you in. It's then up to the audience to retain this message.
