Applying audience theories to a video of my choice

After learning a few audience theories in lesson, I decided to apply the audience theories I've learnt to a music video of my choice. I've chosen to look at the music video for 'Same Love' by Macklemore and Ryan Lewis. This video is about how a young man has struggled to become accepted by his family and society because of his sexuality. Below I have embedded the music video for 'Same Love' as well as writing about how the Uses and Gratifications Model and the Effects Model.

How the Uses and Gratifications Model can be applied to the video:

• The video can appeal to viewers in search of their personal identity. For example the two gay characters denoted in the video standing up for their sexual orientation, may provide teenagers confused or bullied because of their sexuality, with role models.  
• Also, the music video may help viewers gain insight into their own lifestyles and their views on love between same sex couples. In addition, the video also covers the taboo topic of homosexuality, hence providing viewers with a topic of conversation; which relates to media texts appealing to viewers as a form of social interaction. 
• The storyline of the main character overcoming homophobia, may also allow people to gain insight into the circumstances into other peoples lives. Allowing audiences to reflect on their problems as well as comparing them to other peoples hardships. 
• The video is made like a short film and even features closing credits at the end of it, lasting a total of around 7minutes. This is not always the case with music videos and they usually last around 5 minutes. The cinematic look of the video may encourage to watch the video as a form of entertainment. Viewers may be drawn into watching it, and film enthusiasts may see it as a short film.

How the Effects Model can also be applied to the video:

• The video features scenes of homosexuals standing up for their beliefs and lifestyles. This may influence viewers into thinking that they should stand up for what they believe in. 
• Additionally, the video has a happy and hopeful ending even though at first the young gay character's family doesn't support him due to his sexuality. In the the main characters parents slowly grow to accept him for who he is, this lets viewers know there's always hope when you're going through struggles in life. 
• Also, the video may influence audiences into accepting homosexuality openly, as there are various scenes denoting gay couples and people accepting homosexuality in society within the video. 
• In contrast, the video also shows the main character going through a lot of hardships in his teenage years whilst discovering his sexuality. This aspect of the video may cause viewers to think that teenagers confused about their sexuality can be victims. At the end of the video the gay couple gets married in a church and people are shown celebrating the union. This shows viewers that homosexuality should be accepted in our current society.

In my opinon, both audience theories have aspects that are true yet in the end how a music video is perceived is down to the viewer and their opinions. In one sense, the Effects Model is correct in the fact that sometimes what people see they seem to believe. However, sometimes audiences have their own morals and beliefs that will give them control over what they are influenced by, which also stops viewers from being 'powerless'. On the other hand, some viewers like young children may have weaker opinions and hence may be easily influenced and manipluated. In this sense the Effects Model can apply to impressionable viewers.
As a regular viewer of music videos, I can relate to the Uses and Gratifications model. I choose to watch certain music videos as a form of entertainment as well as a social interaction. For example sometimes music videos become very popular and a topic of conversation drawing me into watching them. They can also be quite inspiring to watch which relates to my personal identity. Consequently, I may unknowningly be inflenced by the effects model and music videos may 'mediate' me when I see certain role models and celebrities carrying out actions in music videos.

In relation to creating a music video for my final project it would be a good idea to keep the Uses and Gratifications Model as well as the Effects Model in mind. Both models relate to how audiences perceive music videos. Being aware of both audience models, the overall message within our video should be clear and strong, in hopes of making sure our audience understand our video from our perspective. Audience members can be quite impressionable so, my group has to be carful of how we create our music video.