Klapper Theory - The Selective Filer Model

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.

Karl Marx Theory - Marxism

German philosopher believe material goods are the root of the social world. Dominant classes create dominant ideology: how culture is constructed in a way that enables the groups holding the power to have maximum control with the minimum conflict. His theory looks at how society is built in 'classes' and argues that lower classes cannot better themselves as upper class people are the powerful who control ideological views put into society.

Marx stated that power was held by a minority group known as the 'elite' or 'bourgeoise' and said these people have access to capital. Because of this they could use their money and power and keep within their group to make more wealth. He said the majority of the population, the 'mass' or 'proletariat' had their labour to help them make a living. He then stated that because of this industrialisation the elite were the only ones who had access to the means of production.

Mediation of the media can relate to this theory in a way that the people who are rich 'hold ideological power' therefore can present messages to the world in ways they want people to be perceived. The media can control messages and what is shown to give messages about groups of people with certain classes.

In relation to my music video the mise en scene in terms of costume can indicate the class of my artist. From a distance the original artist appears quite casual but when you look closely at each item of clothing you can see they are expensive brands that have been dressed down to look casual to lok affordable to the audience. This way the audience will feel as though they can relate and incorporate their idol into their lifestyle.

Hyperdermic Needle Theory

Here is a video that I found on Youtube which discusses the Theory of the Hypermic Needle. In brief the theory process is when the audience is injected with information that they believe as they are not told any other information to which makes them question what they are being told by the 'powerful'. It forms opinions within the audience and controls their ways of thinking about certain issues and matters. A very clear example is within the news as they will only tell a small percentage of the real story depending on the subject and this could force us into believing something that may be very different or have a lot more too it.

Tim O'sullivan et al Theory - Ideology

Ideology theory, 1998 - refers to a set of ideas which produce a partial and selective view of reality. Ideology involves widely held ideas or beliefs which are seen as common sense that becomes accepted in society. It helps us to make a judgement about the world we live in and the different views people hold within it It can be argued that ideology is on mechanism by which ruling a group tries to deceive and control the ruled. "Ideology, it can be argued, is on mechanism by which a ruling group tries to deceive and control the ruled."

Ideology implies that a powerful group can choose how and what messages are leaked to the media and that society view these people in certain ways because of expectations. For example the 'powerful' want 'black' people to be represented as gang members which have negative connotations because they have the power to feed this ideology. Society then believe this as it is what they get told to be true and we have no other evidence that will make us question it to be wrong.

Because of Ideology we have ideas about the world we live in because the media is so powerful it can control what and how ideas are portrayed to an audience or consumer. The more powerful you are in society the more control you have over how messages are given to an audience, the weaker you are the more gullible you are made out to look.

For my music video my artists ideology shows contrast to the stereotypical view of how he and his genre usually behaves. This makes the audience feel as though there is a softer side to the artist and that they dont always follow the expectations of the genre they belong too. He is forming his own ideology for this video that goes against the ideology of the genre which gives him a unique aspect making his song more talked about, growing his and the songs popularity.

Tesse Perkins Theory - Stereotypes

Tessa Perkins - 1979 - says that stereotyping is not a simple process. She identifies that some of the many ways that stereotypes are assumed to operate aren't true. As society changes its hard for stereotypes to change to as the stick in society, the same way a nickname sticks after something embarrassing happens as a child. Not all stereotypes are bad and not all of them are good we categorise these ourselves. They are negative concepts about groups with whom we have little or no social contact with, for example 'chavs', but all must have have a bit of truth though or they would not have such influence.

In relation to my music video the stereotype takes place within my genre which is influenced by the ideology of fashion, personality and interests. It is expected for the members of my genre to be arrogant and who think of nothing but drugs, sex and money. This stereotype was formed by the lifestyle of the artists that created this style of music as these features were their lifestyle and aims to achieve. The view grew stronger and stronger as new artists developed it more and more in an explicit way.

John Bergers Theory - Ways Of Seeing

Bergers theory is an in depth look on art, the way people view it and the influences that traditional oil paintings have had on society and modern day publicity. Visual communication is the most powerful way of spreading a message weather that be to the person sitting next to you or someone on the other side of the world.  There are things we cannot describe in words but that images can illustrate whist also having the power to mystify viewers.

Berger claims that the representations of men and woman in visual culture entice different "gazes" - 'Men act woman appear. Men look at woman. Woman watch themselves been looked at.' Similar to Mulveys theory, the woman is usually posed in a way to please the viewer, her gaze is meant to entice the viewer and this notion is the same in modern day advertisements and photographs. Berger comments that woman unconsciously act in a way knowing they are being viewed. Woman are constantly being surveyed, not only by men but by other woman and themselves. This shows that both Mulvey and Berger feel that woman arfe the objects for men to look at desire and seek pleasure from.

Such ads, in relation to my music video in terms of album covers, appear to imply a male point of view, even though the intended viewer is often a woman. The woman viewing these ads are being invited to identify both the person being viewed and with an implicit, 'opposite sex viewer.' This demonstrates that woman are aware of the choices they make and are making these statements for a reason.

Richard Dyer Theory - Representation

Representation theorist, Richard Dyer, studied representation in the media generally and looked at how media texts represent themselves to society and an audience. He studied closely the ideological and historical significance of film stars and media in general.

"How we are seen determines how we are treated, how we treat others is based on how we see them. How we see them comes from representation."

When studying representations Dyer created a set of questions that are considered during the study process, these included:
- What sense of the world is it making?
- What does it imply? Is it typical of the world or deviant (unusual/different)?
- Who is it speaking to? For Whom? To Whom?
- What does it represent to us and why? How do we respond to the representation?

Representation enables us to understand a media text, allowing us to be albe to categorise the ideology of the text to give us meaning. A text would be meaningless without representation as they would give no messages to the audience. Also texts would not be able to translate a narrative to an audience as there is no denotation.

A news report found on the voice-online confirms Dyers theory discussing:

The representations in my music video are perceived through the use of my shots in relation to the music lyrics being heard at the time of the shots being shown. Throughout my music video there will be lights seen in the shots that represent the stereotypical idea of transportation through teleport. As this sense of travel is not physically possible it can only be represented and without the representation the video would not be as effective. Also representations are shown through the silhouette shot of female curves to show how the artist "wants her body" along with a shot were the female character waves her hair as long hair is known to clear represent a female.