Audience TheoryThis presentation will aim to show how

my music video uses, challenges or develops the Narrative theories

surrounding music videos.

Uses & Gratification Theory

In 1959, Blumler & Katz provided the uses and gratification theory which relies upon the audience taking an active role when consuming media texts such as a music video. The meaning is dependent upon the individuals interpretation, and what they want to gain from the consumption of such text. For example, if a music video offers entertainment and diversion, it offers a form of escapism for the audience, who may be looking to temporary leave their own reality and become consumed by the alternate reality offered within the music video. My video uses this theory, as it attempts to entertain the audience, therefore allowing them to place themselves within the diegesis. It can be said that my video uses this idea of escapism on a large scale. This is because the protagonist uses recreational drugs as his form of escapism, attempting to avoid his conflict between temptation and religion.

As well as escapism, the uses and gratification theory also suggests that a media text can be used for the audience to define their own personal identity. I think my video is particularly strong in this area, as the meaning of the video highlights the reverends struggle to fit in. He wants to fit into his religion but also fit in with the typical adolescent behaviour which surround modern British teens in todays society. I feel my music video draws attention to the struggle many adolescents feel when trying to ‘fit in’. My video is likely to provoke the audience members to ask these sorts of questions about themselves, making them consider who they are and what their roles are in society and in their social groups.

To some extent I think this links to the idea of a Personal Companion. Audience members may take comfort in the Reverend eventually finding consolidation in his religion, which may give them hope that they're too able to find their place within society. Another strand of Blumler & Katz’s theory is surveillance; consuming a text to find out what is going on in the world. Though this idea most likely links to print media such as newspapers or magazine, visual formats can accompany this idea too. I wouldn't suggest my music video uses this concept in a significant way, though it could it can be said that the scenario in my video does give an indication of what many teenagers are feeling in todays society.

Gerbner & Gross, 1975

Cultivation Theory is the idea that audiences continually consume a mass of media texts over time, and their views about the world change as a result of this continuous consumption. Not all views that derive from this consumption are entirely accurate, and some are completely false.

Cultivation theory goes on to argue that this consumption significantly impacts the understanding of representation in terms of gender, sexuality, ethnicity and young people.

When creating my video, this process must be taken into account to ensure that the textual elements I include within the mise-en-scene are interpreted by the audience in the intended way. My Reverend is presented as a rebellious figure who embraces the troublesome activities associated with youth culture. This portrayal is only powerful because of the mass of previous media texts that subvert this portrayal. If all media texts presented a religious figure in this way, my video wouldn’t be seen to be breaking the norms. However because historically religious figures are respected and wise, my portrayal is very unconventional.

Reception Analysis

The idea that audiences make sense of media texts according to their social position (gender, age, class, ethnic background), proposed by Hall, 1980.

This had to be considered when creating my video. My pre-production survey identified that my target audience was predominantly male teenagers and young males in their early twenties. With this in mind, I had to understand that the meaning they would take from a video of this sort could potentially completely differ from the meaning my little sister or granny would take from this video. Due to youth culture, teenagers are likely to be at ease with alcohol and smoking within the video. However, my sister might find it slightly too taboo, and my granny may consider it a pointless activity. Furthermore, my target audience are likely to enjoy the unconventional portrayal of the religious figure, whereas my sister may not fully understand it’s meaning and my granny, due to the fact religion was held in higher esteem in previous generations, may find the portrayal completely disrespectful.

Long Tail Theory

Anderson’s Long Tail theory which he provided in 2006, highlights the impact that technological advancements have had on audience consumption. It is important to note that these advances which have made internet access possible from home, mean media institutions can now target a niche audience and still make their product accessible to the masses Niche audiences are now just as economically viable as mass audiences. My institution is Columbia records which is a subsidiary label for Sony Music Entertainment (SME). Though my video was still produced by a major label, I was able to incorporate more niche themes such religion. This is not a common theme explored within music videos, and in the past it may not have been a viable option. However the proliferation of mobile phones, laptops and home broadband modem routers mean audiences can access a diverse array of media texts quickly and easily, and artists are able to express their individuality, even when signed to a major label instead of an independent label.