Klapper states that the media can only be effective/have an
impact on an audience once it has undertaken 3 stages.
Audience needs to have an active (and not a passive) role in
how they choose to apprehend or understand the message given and what (if any)
effect it has on them.
The three stages are:
1
Exposure – Selective exposure, the audience has
the 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 specific media. Media messages can have no effect
if no one sees or hears them. However, what the audience chooses depends upon
their interests, education, work commitments and so on.
2
Perception – Selective 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 e.g. a
heavy smoker may chose to ignore a Television programme which focuses on the
link between smoking and lung cancer.
3 Retention – Selective 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 mind of those who have accessed the media content. However, research
indicates that most people have a tendency to remember only the things they
broadly agree with.
Conclusion –
Media is only effective if we respond to the message/media
we are exposed.
We cannot please all audiences. We are all individuals with
different needs therefore making us have individual responses to what we are
exposed to.
The media has limitations within its self as it cannot
control how many people react. One text will never be consumed or liked by everyone,
only a mass direct audience.
No comments:
Post a Comment