The Selective Filter Model

This theory was developed by Joseph Klapper in 1960, and it suggests that media can only be effective and have an impact on an audience once it has undertaken 3 stages. This theory ensures that the audience has an active role in how they choose ti apprehend or understand the message given, and what effect is has on them. 

Klapper suggested there are 3 stages involved:

• Exposure- This aspect says that the audience has a 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 of specific media. Media messages can have no effect if no one sees or hears them. What the audience chooses depends upon their interests, education, work commitments etc.
• 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 of the media content but decide to reject or ignore others.
• Retention- The audience has to then remember the message in order for it to have an effect on the. The messages have to 'stick' in the mind of those who have accessed the media content. Research has shown that most people have a tendency to remember only the things that they broadly agree with. 

APPLYING THE THEORY TO MY MUSIC VIDEO...
I can apply certain aspects of this theory to the creation of my music video, for example, if the genre of my music video is not something that a lot of people enjoy watching then they will not choose to watch it and therefore the media message will not have an effect on them because they will not have seen or heard it. Then if my audience do decide to watch my video, they are all individuals and may choose to either reject or accept the messages being conveyed (similarly to Stuart Hall's Reception Theory). The final stage cannot be completed unless my music video is memorable for my audience, if it is then they will remember the messages being conveyed.