Audience theories.
The Hypodermic Needle Model;
(Marxist) This theory was the
attempt to explain how audiences react to media texts. Suggests, the audience
are manipulated by what they are seen in the media text, that their behavior
can be changed by the media makings.
This audience theory can be
applied to my music video linking in with things such as;
Indie rock genre- the Location
and setting of the video is typical concert and bedroom, showing the realism in
the music video, creating a feel of ‘I can act like this’ from the audience. Typical
sequence of narrative, however it follows a set of corruption complications
that occur, also this gives it a sense of normality. It is likely for the audience to copy the main
female character Emily’s actions and behavior, the way she acts like a corrupted
rebel teenager, instead of taking the opposite action of knowing that its bad
and shouldn’t be copied. This theory was proven from the study of The bobo
doll, where children saw the violence action happening and them copied the actions
of violence towards a doll.
Therefore in our music video
we will have to not make the visuals too obvious, for example when passing the
drugs over, drinking and skipping school, we will have to make sure that the
music video has a specific age warning.
There are specific Male and
female roles - male being the weak character leading to the audience seeing the
female character being stronger. This is a binary opposite. Strong vs week, the
female character Emily is the stronger more empowering character compared to
her drunk father figure, stereotyping that he is mentally weak because of the alcohol
that he is consuming People may follow these actions of the father and start to
drink, however this is just a stereotype.
Two Step Flow;
This theory founded by Lazarsfeld suggests that
the information received does not flow directly from the media text to the
audience’s minds, but it is filtered through opinion leaders who communicate to
the people that can be influenced.
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