1. Audience Theory
The Hypodermic Needle Model theory means that when creating a media text the producer
decides what he wants the audience to believe/do and they 100% believe this. If I were to
relate this theory to my music video it would mean that I as the producer wanted the target
audience to 100% believe that teenage life is all about having fun, getting drunk, dancing
and having fun with friends and my audience would then believe this and try to imitate the
issues shown in my video in their own life. Blumler and Katz Uses and Gratifications theory
suggests that a audience read/watch a media text in order to get something from it which is
either Diversion, Surveillance, Personal Relationships or Personal Identity. If I were to relate
this to my music video for Diversion it would mean my audience would be watching my
video for a diversion for their own lifes so they could focus on something else for a while, it
would be an escapism. For Surveillance it would mean they would watch my video in order
to get information from it which in this case would be for them to find out about teenage
life and how teenagers have a good time. For Personal Relationships this would mean they
were watching my video in a bid to form new relationships for example, they could use the
video as a topic of conversation with other viewers, it would start a new relationship as they
were put into a new social group. For Personal Identity it would mean my audience were
watching it in a bid to change their personal identity and they would then style their own
lifes on the Artists/Actors featured in the video, e.g. try to dress like them. The final of the
Audience Theories is Stuart Halls Encoding and Decoding theory. The theory states that a
producer Encodes certain conventions and the Audience then Decodes these for either a
preferred, negotiated or oppositional reading. If I were to relate this to my music video I as
the producer would choose to encode typical conventions of the pop/RnB genre, e.g. bright
colours, fast paced editing, typical props eg alcohol, club settings, attractive actresses and
my target audience would decode these conventions for a preferred reading as my target
audience is fans of the Pop/RnB genre.