1B Audience.

'Apply the concept of audience to one piece of your coursework'

PASSIVE

• Hypodermic syringe
• Cultivation / Drip Drip

ACTIVE

• Schadenfreude
• Smart Haus reception theory
• Uses and Gratifications
• Maslow's Hierarchy of Needs
• Marxist Hegemony
• Liberal Pluralism

Hypodermic Model.

Here the messages in media text are injected into the audience by the powerful, syringe - like media.

The audience is powerless to resist, therefore the media works like a syringe.

Drip Drip.

Examines the long term effects of media. For example, playing GTA won't make somebody kill someone but it may make someone feel less shocked by the thought of it, maybe more tolerant of it.

Liberal Pluralism.

Allowing anyone a voice and allowing different views and interpretations.

In our music video, we show multiple characters and we show them as equal. As there are only girls shown in our video we don't conform to any hegemonic views that woman are sexualised for men. we have an upbeat music video that involves site seeing and friends having fun together, we do not conform to any stereotypes. A lot of music videos are very dramatic and have hidden meanings throughout their narratives but we allow the audience to make their own mind up about our characters.

Uses and Gratifications.

Audiences use media for; Diversions, Escapism, Information Pleasure, Comparing relationships and lifestyles with their own, Sexual Stimulation. 

The audience may view our video for pleasure and maybe escapism as it is very light hearted and an easy music video to watch.

Maslows Hierarchy of Needs.

RECEPTION THEORY

When a producer constructs a text it is encoded with a meaning or message that the procedure wishes to convey to the audience. In some instances audiences will correctly decode the message or meaning and understand what the producer was trying to say. In some instances the audience will either reject it to correctly understand the message.

In our music video, we showed photos of the characters together in photos to show the audience that they are friends, this allows the audience to understand why the girls are together rather than our artist, MYA, is just following the other two characters around.

The theory suggests that when a producer constructs a text, it is encoded with a meaning or message that the producer wishes to convey to the audience.

Staurt Hall identified three types of audience readings:

1. Dominant - Audience understands what we want them to understand, they are interpreting it correctly, for example the audience understands that the three girls in our music video are all friends, and the video is filmed from MYA's point of view.
2. Negotiated - The audience briefly understands what we are trying to get across, but are open to making up their own interpretations. They might recognise that the girls in the photos are the same in the video, but might not understand the purpose of them being there?
3. Oppositional: