Audience Theory

In class today we looked into audience theories linked to media texts and how they relate to music videos.

One of the main theories we looked at was the 'effects model'. This theory consists of the idea that people who view media are passive and powerless when watching media texts. Therefore, the theory argues that consumers of media become influenced by messages portrayed in what they watch. This relates to music videos as moving images within music videos, for example gang violence, may influence viewers, causing people to mimick what they see within music videos. The theory suggests that what you see in media can change peoples thought processes and can change their thoughts on society. A key example of this is Bobo Doll experiment which links into children watching adults being violent towards a doll and then copying the adults actions. This again suggests that aspects of music videos will influence viewers.

On the other hand, we also looked at the 'Uses and Gratifications' theory by Blumer and Katz. The theory argues that there are four specific reasons as  to why people consume media texts. Media texs are said to be produced to appeal to specific needs and desires. More so, unlike the 'effects model' this theory suggests that people have more control over their consumption of media texts and so they aren't necessarily powerless. One of the key needs media texts fulfill is providing viewers with information. Media texts are said to help people seeking out advice, learn and fulfill ones curiosity. Another key desire is personal identity, a music video may help reinforce ones personal valuses and help them find a role model. In addition, another aspect of the theory was social interaction. Its said that people choose to watch music videos because it's part of being sociable, starting a conversation, gaining a sense of belonging and gaining insight into others circumstances. The final argument in the theory is that people choose to watch music videos because its a form of entertainment.

In class we also looked at Chase and Status' music video for 'Time' as an example to help link the two differing theories to music videos, I've embedded the video above.

How the video links to the Effects Model:

• On one hand, the video highlighted that forms of help are available for people in domestic violence. This is clear in the video through the story line when one of the characters calls a help line, and is again reinforced at the end of the video when a help line and company information is shown on screen. 
• Also, the video represents men as being aggressive and violent whereas, women are shown as being weak and vulnerable. This is connoted through the scenes of a husband beating his wife and the woman crying and pleading for him to stop, yet she never stands up to him. Linking back to the 'effects model' this may influence peoples mind set, causing them to think that men are over powering and sometimes dangerous to be around. 
• However, towards the end of the video the teenage daughter in the family is denoted phoning the police and getting her mum out of danger. This suggests that women can also be strong and overcome abuse.  
• In the long term, the video encourages people to help stop domestic violence. This is obvious as the video is from the point of view of the teenage girl who tries to stop violence in her home, and hence the girl becomes a symbol of how anyone can stop domestic violence.

How the video links to the Uses and Gratification Model:

• The argument that people use media to gain information can be linked to the video through the information shown at the end of the video. An domestic violence helpline and phone number for children and women from the organisation Refuge is shown in the last few moments of the video. This clearly informs viewers of how they can combat domestic violence. 
• In addition, viewers may consider the teenage girl who calls a helpline in the video as a role model. This idea of a role model relates to the concept of people watching music videos to help their personal identity. 
• The music video arguably explores the taboo issue of domestic violence. The serious subject matter of the video may spark social interaction and conversation. 
• Also, the video may be considered a form of entertainment for some viewers who are interested in filming and cinematography. The music video is filmed with varied angles and and this may be fascinating for film lovers.