Audience theory for A2 Music Videos


Published on

Published in: Entertainment & Humor
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Audience theory for A2 Music Videos

  1. 1. Analysing Music Videos Audience Perspective Lesson objective • To apply a number of audience related theories to consumer interest in music videos. Starter • Why do you watch music videos? • What do you gain from the experience? • What audience pleasures can be derived from music videos? ▫ Do you already know theories about audiences that you can share and apply to music videos?
  2. 2. Lesson Outcomes • All will be able to explain The Effects Model and The Uses and Gratifications Model. • Most will be able to apply these models (broadly( to music videos. • Some will approach one music video and attempt to apply both audience theories to explain why people would want to watch it.
  3. 3. The Effects Model Croteau, Hoynes 1997 • Consuming media texts has an effect or influence upon the audience. • Often this effective is considered to be negative. • Audience are passive and powerless to prevent the influence. • The power lies with the message of the text.
  4. 4. The Effects Model or The Hypodermic Model • How might the metaphor of a hypodermic needle (and drugs) be fitting to this model about audiences?
  5. 5. The Effects Model or The Hypodermic Model • Media messages are injected into the audience- the powerful, syringe-like media. • The audience is powerless to resist. • The media works like a drug and the audience drugged, addicted, doped or duped.
  6. 6. The Bobo Doll Experiment by Albert Bandura (1961) The Bobo Doll Experiment On your white boards, think about how people applied The Effects Model to the consuming of Media texts.
  7. 7. Applying to Media • This is a dominant model attributing violence to the consumption of media texts. • This has wider application and people believe there is a relationship between what is seen on television and how this impacts or is imitated in real life. How could this apply to the consumption of music video texts?
  8. 8. The Uses and Gratifications Model Blumler and Katz (1974) • This is the opposite of the Effects Model. ▫ The audience is active. ▫ The audience uses the text and is not used by it. ▫ The audience uses the text for its own gratification or pleasure. ▫ The audience has the power. ▫ The audience is free to reject, use or play with media meanings as they see fit.
  9. 9. Key Concepts Booklet • If you turn to page 6 of your key concepts booklet, there is a summary of the uses and gratifications model. ▫ Information ▫ Personal identity ▫ Social interaction ▫ Entertainment Texts appeal to our needs and desires and are designed in such a way as to appeal to us.
  10. 10. Chase and Status Time feat. Delilah The Effects Model Uses and Gratifications If we are passive and powerless, how are we forced to receive a message from this music video? Use an example of something that happens in the text which complies to the model. •What message is injected in to us; the powerless audience? •What could the effect be? Information Personal Identity Social Interaction Entertainment How does the music video appeal to a consumers needs and desires? Consider the circumstances in the video; how might a message be conveyed which an audience may choose to retain.
  11. 11. Homework • Decide on a music video to apply these models to next lesson. Next lesson; • Summarise the theories • Discuss these theories in relation to the group video (Chase and Status) • Apply the audience theories to video you decide on for homework.