Audience Theory

Uses and Gratification Theory

Bulmer and Katz

Entertainment and Diversion = escapism
Personal companion - media is a friend, caring about the cast or a pop star.
Personal identity = how do I fit in? Who am I?
surveillance =finding out what is happening in the world

Cultivation Theory

Gerbner and Gross (1975)

Audiences consume media and gradually develop views about the media and gradually develop views about the world, some of which are false.
Impacts on the audiences understanding of representation - gender, sexuality, young people and ethnic groups.

Reception Analysis 

Hall (1980)
Audiences make sense of media texts, according to your social position (gender, age, class, ethnic background)

Copycat or Modelling Theory

Coleman (2004)
 Audiences are influenced by the media texts that they consume.
More of an assumption used by a journalist to explain and individuals negative behavior.

Long Tail Theory

Anderson (2006)

This theory describes how the internet has influenced audience consumption

Since broadband was introduced, these impacts have been most prominent.

The head is one shop that has 50 customers. The long tail is 50 websites that each have one customer.

Stereotypes

O'sullivan et al (1998) details that a stereotype is a label that involves a process of categorisation and evaluation.

We can all stereotype shorthand to narratives because such simplistic representations define our understanding of media texts.
Eg. we know who is good and who is evil.

G-easy "Calm Down" 2016

• San Francisco
• Rap

One Direction "What Makes You Beautiful" 2010

Theories

De Saussure - 1974

Offered a “dyadic” or two part model of the sign.

He defined a sign as being composed of:

•A signifier – the form which the sign takes

•The signified - the concept it represents

3 types of signs

•Icon/iconic – resembles/signifies

•Index/indexical – not arbitrary but is directly connected in some ways

• symbol/symbolic – signifier does not resemble the signified.

Roland Barthes (1967)

1950s – colour film, TV, record players, radio, magazines

Denotation – what is photographed

Connotation – how its photographed

Sven E Carlsson (1999)

Music artists represent themselves as:

Commercial exhibitionist 

Presenting themselves as a brand. Selling their appearance as well as their musical talent. For example, their face, clothing style and lifestyle.

“Jenny From the Block” Jennifer Lopez – 2002

“Drunk in Love” Beyoncé – 2013

Televised Bard 

Represent themselves as part of a story or a story teller.

“Seven Years” Lucas Graham - 2015

Electric Shaman 

Generally big budget productions where the artist has immortal powers or adapts the alter ego of another iconic character, personality or superhero.

“Scream” Michael Jackson – 1995

“Roar” Katy Perry - 2013

The Male Gaze

Objectification of women's bodies in the media has been a constant theme
Laura Mulvey (1975) argues that the dominant point of view is masculine. The female body is displayed for the male gaze in order to provide erotic pleasure for the male (voyeurism)
Women are objectified by the camera lens and whatever gender the spectator/masculine point of view.
"Wrecking Ball" Miley Cyrus - 2013

"California Gurls" Katy Perry - 2010



"Call Me Maybe" Carly Rae Jepsen 2012



John Berger "Ways Of Seeing" (1972)


"Men act and women appear"
"Men look at women. Women watch themselves being looked at"
"Women are aware of been seen by a male spectator"

Intertextual References

Intertextual References 

Lady Gaga - "Telephone" (2009)

• Beyonce's hairstyle - Betty Page (1950's glamour model)
• Devine - US actor and drag queen. "Pink Flamingo's" (1972)
• Perrie and Gillies - French fashion and art photographers
• Jackie Brown - Blacksploitation films
• Russ Meyer (US director) - Sexploitation films that featured camp humour (1960's)
• Roy Lichtenstein - US pop artist (1960's)
• "Thelma and Louise" - 1991 feminist road movie
• Batman - US TV series (1960's)

Ariana Grande - "Break Free" (2014)

My song choice

History Of Music Videos

Codes and Conventions

Brief

A promotion package for the release of an album to include a music promo video, together with two of the following three options:

• A website homepage for the band
• A cover for its release as part of a digipak (CD/DVD package)
• A magazine advertisement for the digipak (CD/DVD package

I am going to be producing:

• A website homepage for the band
• A cover for its release as part of a digipak (CD/DVD package)