Audience Theory - Joseph Klapper (1960)

Joseph Klapper suggested that the media can only impact a audience (or be effective) once it has undertaken three stages:

1. Selective Exposure - This is were the audience can choose what media they want to be exposed to.
2. Selective Perception- The audience are the only ones who choose whether they want to accept the message being conveyed or not.
3. Retention- The audience then has to remember the message, the media have conveyed to them. Research has told us that audiences remember the things that they agree with and are more interested in.

For this theory to relate to my product, it will have to appeal to my target audience to ensure that they will be selectively exposed to my product. To relate to the second stage of Joseph Klappers theory selective perception, the audience will choose whether they want to accept or reject the message, which means the message of my music video must be clear and precise. For stage 3 to relate to my product (retention) my target audience has to remember the message being conveyed through the music video, so i need to ensure that the audience will agree or be able to relate to my product.