Audience Theories

In today's' lesson, we were introduced to and analysed two audience theories, which were : The Effects Model, (or the Hypodermic Model) created by Croteau, Hoynes in 1997 and the Uses and Gratifications theory, created by Blumler and Katz in 1974.

My understanding of the 'Effects Model' theory, also known as the 'Hypodermic Needle' is the psychologists believe that the audience have a negative effect of what media presents to them. The media 'inject' ideas in to audience's mind whilst we as the audience are oblivious to it. It is the idea that the audience become powerless and brainwashed by the media, as audience have no control of what messages we passively take in. 
This can be linked to music videos, as an audience, we have tastes in certain music types; therefore prefer a particular genre, therefore the music videos we have preferences for could contain certain styles of an artist or a dance or even a societal message which we then copy or agree with obliviously. For example, a music video containing party scenes and alcohol and the actors having fun may encourage certain audiences such as teens to alter their behavior and thoughts to imitate what they seen to have 'fun' partying just like their favorite singer may show in their music videos. 

However, the 'Uses and Gratifications' theory challenges the theory above. My understanding of this theory is that audience can reject the messages conveyed in media texts if they wish to. Media consumers are active and interpret media texts to their preferences. According to the theory, there are 4 different reasons/ways the audience may be appealed to the media text, such as: personal identity, social interaction, information and entertainment.  'Uses and Gratifications' can be linked to music videos as the audience may watch music videos for entertainment; to reinforce identity to look up to a role model and make a media consumer feel better about themselves; have something to communicate with such as a 'new' video coming out could be a root of a conversation topic; be more informative of an artist or a certain genre or the latest music,fashion or dance that is available.

As a class, we viewed a music video (which is embedded), the video was 'Time - Chase and Status Feat. Delilah'. We had to apply the audience theories studied to the video and analyse the video. 




The video is based on a theme of  domestic violence within a household of a young girl.  Who witnesses her mother being abused by her father and alerts the police about the violent which then leads to her father being put into jail. 

Applying the  'Effects model' theory to this music video: 
- The male in the video is violent towards a vulnerable female This can linked to the stereotype of men being stronger and more dominant than woman and woman being emotionally vulnerable .This can be seen when the husband is denoted as abusing his wife  and she is seen crying. This stereotype is reinforced by the idea that this is stereotype 'injected' by the media, which leads audiences to believe that woman are weaker than men. However there is a positive outcome of the story line within this music video, as the husband was reported to the police by the brave young girl. The video conveys domestic violence to be wrong, which is also an 'injected' idea put into audiences head by audience also the idea that there is always help. The creators of the music video intended to evoke an emotional response of the audience which was again 'injected' by the narrative of it.


Applying the 'Uses and Gratifications' theory to this music video:
 - This can be watched by the artist's fan as a source of entertainment. The audience may be able to relate to the situation and not feel so alone and talk with someone (social interaction) or people may be more open to helping others. Audience now have the information to seek help by the refuge appeal.
There is strong message that domestic violence is wrong, reinforcing moral values as audience may view domestic violence differently and more seriously. Encourages people to stand up for their rights if they are in the situation which is a positive outcome as the audience feel gratified. 

I then independently went on to choose a music video of my choice, which I also analysed using the theories. I chose the video 'Same love' Macklemore & Ryan Lewis ft Mary Lambert. 





This video follows the theme of sexuality and personal identity. The video tells the story of a male teenager facing troubles with his sexuality and the outcome of his struggle to be accepted as who he is. 

Applying the  'Effects model' theory to this music video: 
 -The video has a positive message towards homosexuality, the couples conveyed in the video are happy and proud to be who they are. The video shows people that may be in the same situation and that all will be alright. It conveys the message that homophobia can lead to gay or lesbian couples to have difficult situations in their life. The video is from the perspective of a homosexual man and the journey of his happiness, it gives a positive message to the audience as it shows that everyone should be accepted as who they are.

Applying the  'Uses and Gratifications' theory to this music video: 
-The message of the video dominates as it encourages people to be proud of who they are, encouraging homosexual people to proud and for heterosexual people to be more accepting of homosexuals as they are the same. The video can also help people speak out about other societal discrimination such as race to help encourage other people to be more accepted. People can talk more about what they want to do with their lives and how they wish to live it. Video can be used to entertainment purposes as a feel good video. The video can cause social interaction between people about gay rights and homosexuality.

Introduction

Rumena Ahmed
Candidate Number: 3008
Studying at:  Sixth Form @ Swakeleys.  A2. 

Doing Media Studies AS has allowed me to use my skills to elaborate on analysing media texts, creating and editing Media films and trailers. During the course of Media Studies, I have studied TV drama; in which gained skills to differentiate the codes and conventions used, also analyse the Mise-en-scene. Also gained knowledge to analyse what makes a TV drama, such as the use of Sound, Editing, Cinematography and Camera shots and angles. I am able to use these skills to analyse the representations shown in media texts; such as Disablity, Ethnicity, Age, Sexuality, Gender, Regional Identity.

Another topic we learnt during the AS course of Media Studies was about the Music industry, comparing the UK music industry with the US music industry, also researching and finding out about the four key elements which is the Production Chain; which helps the Music industry sell its product. The four key elements of the Production chain are; Production,Marketing,Distribution and Consumption. With the use of the Production chain, we was able to research and compare Independent record labels and Mass US record labels in the US.  We also learnt about the issues within the Media industry, such as piracy, illegal downloads and how this effects the music industry.

In addition, during the coursework side of the AS Media Studies course, I learnt to research, prepare and evaluate opening credits and short film sequences.  I learnt editing and production skills; which now will be able to help me doing A2 Media Studies, which I will be keeping a record of my progress on this blog. I will be showing evidence of research whilst doing coursework tasks.