Klapper states that the media can only be effective or have an impact on an audience once it has undertaken three stages. The theory is an active audience theory menaing that the audience have an active role in how they choose to aprehend/understand the message and its effect.
The Three stages that must be undertaken are Exposure, Perception and Relention:
Exposure - The audience have a choice to engage with the media and they types they are exposed too. They must choose to view, read or listen to the content of specific medias because if it is not seen no message will me consumed. What the audeince choose to engage in depends on their interest, education, work commitment and so on.
Perception - The audience choose whether they wish to accept the message being conveyed. They may not accept it or some may take notice but reject or ignore others. For example - heavy smokers may choose to ignore a TV programme which focuses on the link between smoking and lung cancer.
Relention - How much the audience remember varies the effect that message will have. The message has to 'stick in the minf' for it to be remebembered for a long time by those who have accessed the media content. Reasearch has proven that people have a tendency to remember only the things they broadley agree with.
In relation to my music product the album could be seen in or on an advertisement and the message that it is for sale will be seen by the audience but they may not take the message into effect as they may choose not to buy it. This doesnt mean they havent responded though as they could go on to tell somebody who they know likes the artist about the product.
In terms of each stage the Exposure for music video would be through music channels , the perception would be the audience responses and how it works with my target audience, then finally the relention would be possibly how old audiences may reject the message it sends out as it wasnt originally aim at their interests.
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