This document discusses media theories that can be applied to analyzing three music videos: 1) Ed Sheeran's "A Team" uses the two-step flow theory as it depicts drug use and requires the audience to interpret connotations. It also examines identity and character development through a uses and gratifications lens. 2) Gabrielle Aplin's "Power of Love" can be viewed through the hypodermic needle theory as it lacks narrative and passively feeds the audience. It also considers how the song's theme of love allows an active audience to connect their own experiences. 3) Nina Nesbitt's "Boy" examines uses and gratifications as it tells an easily relatable story of

1. Theories

2. Ed Sheeran – A team music video
Two Step Flow – This music video can be classes in the Two step flow idea as it is about drug use
and therefore can see a mediated step within the circle.
As it is move on from the Hypodermic needle we can see that audiences are becoming more
active as they having to discover this music video by reading the connotations of it. However,
overall it is still an obvious idea due to a lot of the imagery used within the music video.
Uses and gratifications – We can see this idea of ‘identity’ and ‘finding yourself’ is very obvious
again within this music video. We watch as the leading lady goes through all these phases, trying
to find what's best for her to get the money for her fix. We see the development of this character
and therefore we are learning the identity from the text.
Also we can see this music video is for entertainment as that it what music videos have always
been about and because of this the music video needs to draw the audience in therefore and
easy way of doing this is to tell a story like this music video does.

3. Gabrielle Aplin – Power of love
Hypodermic Needle – This music video has ideas of the Hypodermic needle as it is a basic music
video with no necessary narrative being told an therefore the audience views this with a steam of
consciousness, as if being fed what they are seeing. The experience or intelligence of the
audience is not necessarily relevant to this music video as it does not call upon the audience in
this way.
Reception- This is the concept of an active audience and how they view this music view.
However above we notice that the audience is referred to as being lazy, there is still a hint of an
active audience. Because the song is about love and lost love it creates a feeling within the
audeinc of perhaps own experiences, by the song connecting with the audience offers the idea
that the audience may perhaps want to perceive the music video in a certain light and gives
them the scope to imagine it in a new light.

4. Nina Nesbitt - Boy
Uses and gratification – This music video has an obvious narrative between a boy and a girl
having a tiff and the development of the girl and how she combats this. Therefore this is straight
away seeing the idea of entertainment and cultural transmission as it is easily for the audience
to relate to the music video which then creates a connection between the audience and the
music video/artist.
This also links to the idea of personal relationships with the emotion and interaction this can have
with the audience to have the audience perceive the music video in a certain light.
Reception- This music videos has the attention of an active audience as the way relationships
and emotions are formed between the text and the audience show that they are not have the
information fed to them (like the hypodermic needle). With many singer songwriter conventions
allows the producer to form and unspoken bond with the audience about the genre and
therefore have estimations of the reception of the music video.