Theories

The narrative theory which I would say fits to our music video, is Torodov as in our music video with have a equilibrium where everyone is calm and getting along, we then have disruption where the arguing and cheating comes along and we also have a new equilibrium where its calm but things have changed for example the boy looking at a photo of him and her, yet they are not together. Although we used a non-linear narrative and our story is backwards we still have a beginning middle and end. 

Narrative theory.

There are different ways of consuming media

Primary media

• Choose to do something.
• Choose to watch it.
• Demands attention.

Secondary media

• Provides a background.
• Audience doing something else at the same time.

Tertiary media

• Texts that are consumed by audience which are almost unaware.
• Radios in shops.

I think our music video gets consumed as primary media by the audience as they are choosing to watch it and need to pay attention to understand what is going on. The digipack and tourposter is also primary/secondary media as people may choose to read and look at it yet others may not be as interested.

Effect models.

Hypodermic syringe theory-20s.

According to this theory media injects ideas and beliefs into the audience. There was fears that audiences will mimic and copy what they see through media, for example horror films.
This theory thinks that media has no consideration for a persons education, intelligence or experiences.

Two step flow theory-40-50s.

This theory researched the hypodermic theory and showed that people dont copy what they consume from media so a new theory was required. This theory believes we are more affected by media if we discuss it with others, our opinions and other peoples opinions affect our views on the media.

• Step one- See media
• Step two- Ask someones opinion.

Uses +Gratifications- 70s- Blumers + Kats.

According to this theory, we all have different uses for the media and we make choices over what we want to watch.

• Personal identity- using media for emotional and other interaction. E.g soap operas, family life. Finding yourself reflection in texts learning behaviour and values.
• Surveillance- Information which could be useful for living. E.g weather, financial news.
• Entertainment- Enjoyment, relation, fill the time.
• Diverson- Escape from everyday promblems and routine.

Reception Theory- 80s + 90s- Stuart Hall.

According to this theory individuals receive + interpret texts, the audiences individual circumstances for example, gender, class, age and ethnicity affect their way of reading.
Encoding/ decoding text is encoded by producers and decoded by the reader. Sometimes there are major differences between the two different readings of the same thing but the theory believes audiences can decode texts.

Preferred reading- is where the audience know that a film with shadows will be a scary film or a man with fangs is a vampire, they can decode the message.


I think our music video fits into the theory of Uses and Gratifications- Blumers and Kats, as audiences may may watch it for entertainment to enjoy the music video and to fill time and also they may watch it for personal identity as they may relate to the actors in it, as they may have experiences being in a relationship being cheated on.

Also the two step flow theory, as if people see our music video and talk about it to their friends it may change there opinion on it and see it in a different way.