- Cultural Effects Model
- The effects theory is a rather outdated model of audience consumption. It places the power with the text and the institution that created the text. The audience is seen as a single mass that passively receive the messages of the text. It implies that the powerful media ‘inject’ messages into an unquestioning audience. Although, this is considered to be an oversimplified model, it is certainly true that the media can have an enormous effect on people, people can be ‘addicted’ to computer games and certain uses of the internet, governments use media propaganda to further their aims, and advertising is known to be so powerful that certain products, e.g. cigarettes, cannot be advertised on television. Effects Model (Hypodermic needle model)
Uses And Gratifications
- Emphasises what consumes of media products do with them, the power is considered to lie with the individual consumer of the media who is seen to use certain tests to gratify certain needs and interests. Theorists Blumler and Katz postulated that there were five main reasons why audiences consumed media texts:
- - To be informed or educated.
- - In order to identify with characters and situations.
- - To be entertained.
- - To enable themselves to socially interact with others (watching, listening or reading together or through discussion of what they’d consumed)
- - To escape from their daily troubles or woes
- Andrew Goodwins Theory
- Music videos more often than not tend to include a demonstration of typical genre characteristics For example: a video of a stage performance is typical for a metal video, a dance routine typical for a boy/girl band and bikini clad women by a pool and flashy sports cars in a rap video Music videos can also link to film genres, this is know as intertextuality. e.g. Many heavy rock songs are influenced by horror films
- There are frequent references to the notion of looking and the voyeuristic treatment of the female body. The notion of looking includes men or women being portrayed seductively or if there is eye contact with the camera. The notion of looking can also be referenced by the use of props. e.g. Mirrors, television screens, cameras, telescopes, binoculars and magnifying glasses are all references to, these are commonly used. Voyeurism is widely used to sell the artist‟s music through sex appeal, a recent example being Miley Cyrus. Voyeurism today is only shown at one angle. You do not see a male doing that, only women.
- There is a succinct relationship between music and visuals. e.g. either illustrative, amplifying, contradicting this can be seen in killer/papa was a rolling by George Michael
- The record label which the artist is assigned to tends to have certain demands. They often include the need for lots of close ups of the artist and the artist will have a visual style which recurs across their work. e.g. An example of a visual style could be Lady Gaga as she is always wearing quirky clothes The “4th wall” is broken near always when the video is a performance. This is direct address and seem like they are singing to us.
- There is often intertextual references (to films, tv programmes, other music videos etc.) Audiences enjoy knowing the „in joke‟. e.g. Destiny‟s Child doing Independent Women referencing Charlie‟s Angels Will Smith doing Men in Black for the film Men in Black Intertextuality in The Wombats video for My Circuitboard City referencing a video game.
The Audience Theory That We Will Use
- When creating our music video we will be basing it all around Andrew Goodwins audience theory. We will be doing this by making sure that we follow all of the conventions that are mention within the theory. For example we will show both artists performance shots and different narrative shots of the man and the woman together and then the woman on her own. we will have many images of the female on her own making her look vulnerable and dependant. There will be a notion of looking with the artist performance shots. I will incorporate a link to music and visuals for example at the time the song says
- "i kissed your lips" i will have footage of the girl kissing the man.
George harvey
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