Audience theories

Audience Theories

In today's media lesson, we were introduced to two theories. The first one was the effects model (hypodermic model) which was introduced by Croteau,Hoynes (1997). My understanding of this theory is that media messages are injected into the audience, The audience is powerless to the media. Media works like a drug and has a negative effect on people. This is applied to music videos as what we see in music videos we may want to mimic and copy. People may want to wear what the celebrity is wearing and dance like them.

Additionally we looked at the Uses and Gratifications which was created by psychologist's Blumler and Katz (1974). My understanding of this theory is that the audience is active and uses the text , not used by it. The text is used for their own gratification or pleasure. The audience has the power and is free to reject , use or play with the media. This can be applied to music video as we use music videos as a form of social interaction. E.g Miley cyrus- Wrecking Ball video went viral on the internet and was the topic of conversation. Also music videos are entertaining to watch.

As a class we looked at Chases and status-Time (embedded above). The 3 minute music video is based around the issue of domestic violence and how people deal with it. The effects model can be applied to this video as it portrays that people can seek help when faced in these situations. Furthermore this portrays a positive message. However the video plays on the stereotypes of men and women , women are shown to be helpless and vulnerable - A typical damsel in distress. While men are show to be dominated and most likely to inflict violence. 

In addition the uses and gratifications model is conveyed in the video as it shows there is a way out as at the end of the sequence the male was taken to prison. The video plays on moral codes such as violence is wrong , to show to the audience that domestic violence is not acceptable. Lastly watching it diverts the viewer away from their own issues as other may have worse situation than them.

Then independently I went on to find another music video to analyse in the same way. I went on to choose A Team- Ed Sheeran (embedded below). The sequence below follows the life of a girl who is living rough. She enters into some illegal activity such as drug abuse and prostitution.

The effects model can be applied here as it portrays those living rough in a negative light. It plays on the concept that you shouldn't give homeless people money as they will just spend it on drugs. Additionally like chase and status , the stereotype of women being a damsel in distress is used. The portrayal of the women is that she needs to be saved. The audience is passive and therefore this video influences their beliefs that living rough and taking drugs is wrong.

Similarly uses and gratification model can be applied as it shows there are measures in place to try and help the homeless earn a living such as the big issue. So therefore prostitution isn't the only way to get money, it isn't inevitable , they have a choice. In addition people can compare their own money troubles to this and realise they aren't as bad as they think it is. This can give them a break from worrying about their own troubles. The audience is active so they have their own choice and free will.