Stuart Hall proposed that audiences must decode the messages that media encode in order to understand reality as constructed by media. Hall believed media have powerful influence over what the public sees as important issues. He identified three types of audience positioning. Laura Mulvey's male gaze theory suggests that media, like film and music videos, are represented from the perspective of a heterosexual male gaze. This can objectify and sexualize women through camera angles and framing. Andrew Goodwin's theory of music video analysis identifies six key aspects: demonstration of genre characteristics, relationship between lyrics and visuals, relationship between music and visuals, demands of record labels, and representation of characters and notion of looking.

1. Thomas Hope
Media Theorys

2. STUART HALL’S audience positioning THEORY:
• STUART HALL’S audience positioning THEORY Stuart Hall
proposed the idea that as an audience we must decode
messages that the media have encoded us to hear and see.
Hall was concerned by just how powerful the media is and
believed that the media can effectively dictate what should
be issues of public concern and interest through audience
positioning. Hall was a Marxist theorist and investigated how
the media appear to reflect the reality around us whilst
ultimately they construct what we deem to be reality. Hall
identified three types of audience positioning…

3. Laura mulvey’s theory:
• The male Gaze theory:
• The male Gaze theory Laura Mulvey’s theory suggests that the camera and therefore
the audience are always representative of a heterosexual man’s perspective.
Therefore, music videos objectify women.
• Mulvey proposed that the camera angles could be used to fetishize the female body
parts, which would sexualise them and objectify them in film. She believes Hollywood
is guilty of objectifying women and making it acceptable for men to look at women in
this way, and it is therefore responsible for lots of gender stereotyping. By doing this
the women (and women in general) are objectified; the male gaze would cause them
to
not be represented as a person, but as an object. Her theory is that males in the
cinema get to voyeuristically objectify and look at a woman in a way that is socially
acceptable.

4. Andrew Goodwin’s Theory:
The 6 Key aspects:
• The 6 Key aspects Demonstration of Genre Characteristics Relationship
between the Lyrics and the Visuals Relationship between the Music and the
Visuals Demands of the Record Label Representation of Characters &
Notion of Looking Intertextual References Of Goodwin’s theory…
• demonstration of genre characteristics :
• relationship between the lyrics and the visuals :
• relationship between the music and the visuals:
• Demands of the record label:
• representation of characters & notion of looking: