Media text tend to fit in to specific genres, for example films can be classified as romance, comedy, horror and many more. Tv shows and Music can also be sorted into genres for example sitcom, quiz show, soap etc and rnb, pop and rap etc.
John Fiske, a media theorist stated that 'any one programme will bear the main characteristics of its genre, it it is likely to include some others'.
This is known as a 'sub-genre'. An example of this is rom-com (romantic comedy) and slasher which is a sub genre of a horror film.
In music videos i think that they are very generic, meaning they all follow one formula.
Audience Theory
'All the worlds a stage, all the men and all the women merely players'.
Some people seen media audience as being easily manipulated. Masses of people who can be persuaded to buy products through advertising or to follow corrupt leaders through propaganda.
Do you think media separates us or brings us closer together?
I think most media activities now are done alone, which separates us, such as social networking sites, mobile phones, email etc. Media such as cinema, or shows brings us closer together as you wouldn't go on your own.
Herbert Blumer 1950 - Sociologist.
Hypodermic Syringe
Media is like a syringe which injects ideas, attitudes, beliefs into audience who, as a mass audience has very little choice but to be influenced. Music videos do not usually have a age ban on it, as it is available to see by anyone. To help prevent this theory from being too effective we are going to make sure we can portray the violence clearly so viewers can decode but not show any physical violence and just use cuts to show what has happend as they would encode was going to happen but not showing it. Our video will not be able to leave a set image of violence as it is how the audience decode it.
The Culmination Theory
One media text does not have too much effect, years and years of watching more violence, so will make you less sensitive to violence. Our video is not a violent video as it doesnt show any actual violence just the intentions that the victim is being abused by the type of the shots we show. Our video is portrayed more as a recognisation that domestic abuse is happening and the bad effects. The scenes of violece shots will be 'ubtle'.
Two Step Flow
'Masses' will experience media individually but once discussion about what they have watched with others will influence peoples opinions / behaviours. People directly influence eachother.
Uses & Gratification
We make choices about what we want to watch & have expectations; we expect to be gratified by what we watch (being satisfied).
There are five different types
1. Information
2. Entertainment
3. Personal Identity
4. Social
5. Escapism
We will match Andrew Goodmans Theory: We have decided that our music video is going to contain some visual interpretations for example we are going to include some 'subtle' scenes of domestic violence to match the lyrics.
