Audience Theories:

Throughout the planning, creating and evaluating stages of my music video production i will need to ensure i consider and apply all of the following theories, in order for it to be successful. In fact, these theories are applied in such a way that explain how an audience receives, reads and responds to a meida 'text' (or in my case, music video):

Genre Theory:

Genre Theory is 'to facilitate the categorization of films.' The type of genre a film is catagorized into is dependent on various factors such as the story line, whom the director is and what are the audience expectations. Genres have characteristic features that are known and recognized by audiences as they develop an understanding that certain expectations may be fulfilled.

According to the author 'Rick Altman's' film/genre book, there are two diffrent approaches to genre theory. These include:

1) Semantic

Conventions of the genre that communicate to the audience such as characters, locations, props, music and other signifiers.

the 'typical' western cowboy

Jean Mitry, French theorist, critic and filmmaker, proposes a definition of the western (for an example genre) as a “film whose action is situated in the American West, is consistent with the atmosphere, the values, the conditions of existence in the Far West between 1840 – 1900”

Marc Vernet, director at Ubiquiem, comments on the semantic approach: “General atmosphere is created through emphasis such as earth, dust, water and leather”  “Stock characters- the tough/soft cowboy, the lonely sheriff, the faithful or treacherous Indian, the strong but tender woman” "as well as technical elements such as the use of fast tracking and crane shots”

Jim Kitses, Author, concludes: "the semantic approach has little explanatory power and is applicable to a larger number of films."

2) Syntactic

The relations between these elements and the structure of narratives in genres.

Altman, says: "A Syntactic approach is more concerned with the metaphysical aspects- reading the vocabulary (from the semantics) but focusing on the abstract meaning of such 'signs' "

John Cawelti, Author, says: "The syntactic approach surrenders broad applicability in return for the ability to isolate a genre’s specific meaning."

Altman, realizing the conflict between both currents, proposes that both approaches should be considered when discussing genre theory

Remember:
- Codes and Conventions of my genre.
- Use/Subvert
- Hybrid Genre

Representation Theory:

'The construction of reality'

Representation (re- presentation) refers to the construction in any medium, in particular the mass media, of aspects of ‘reality’ such as people, places, objects, events, cultural identities and many more. Such representations may be through the use of dialogue, costume, narrative, mise en scene and actions.

A representation of a stereotyped 'gangster'

Representation can eventually become familiar through constant re-use allowing a 'natural' and unmediated feel. It involves how identities are represented/constructed within the text. The key markers of identity include - Class, Age, Gender and Ethnicity.
 

Remember:

- Stereotyped?

- Challenged/maintained?

- Who/How/Why?
 

 

Audience Theory:



 

This theory, is pretty much how an audience recieve things. Therefore, it is rather important to consider the destination of my media text/video (i.e. its target audience) and how that audience will respond to that text. Keeping in mind also that a media text in itself has no real meaning until it is read or decoded by an audience. Over the years, a number of 'effects models' have come about. These are theoretical explanations of how we take in the information transmitted by media texts and this may influence our behaviour. Some of the most commonly recognized 'effect models', i have breifly described below. These i am already familiar with, as the same theories/models applied to my AS work:

 1) The Hypodermic Needle Theory

 Ideas are being injected into the audienceand, without questioning it, we accept these. As we are assumed to be naive, (like being spoon-fed really) and passive. Therefore, unquestionable and accepting of these ideas. Though this is known to be an outdated theory that no longer applies tothe modern audiences as we are no longer passive, and in fact are now 'active audiences' with questions and opinion on what we are being presented within the media.

 

 2) Two-Step Flow

 This is the theory that the the information does not flow directly from the text into the minds of its audience unmediated but is filtered through "opinion leaders". Who communicate it to the more passive viewers, over whom they have influence. The audience then mediate this information received from the media with the new ideas and thoughts expressed by the opinion leaders. This diminishing the power of the media, showing that social factors are also important in the way in which audiences interpret texts. 

3) Uses & Gratification Theory

Far from being a passive mass, audiences are made up of individuals who actively consume texts for different reasons and in different ways. Audiences gain pleasure from different media texts (e.g 'surveillance' where we are able to relate to reality. Or 'educational' texts where a message is learnt, threfore viewers gain knowledge) As the media can act as a form of 'escapism', allowing audiences to get away from their everyday life.

 

Researchers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a text for the following purposes (ie uses and gratifications):

• Diversion - escape from everyday problems and routine.
• Personal Relationships - using the media for emotional and other interaction, eg) substituting soap operas for family life
• Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts
• Surveillance - Information which could be useful for living eg) weather reports, financial news, holiday bargains

Narrative Theory:

 The way in which a story is told in both fictional and non-fictional media texts. The following theorists proposed some ideas that refer to narrative theory and therefore, i will consider when creating my media text/ mucis video:

Vladimir Propp was a Russian theorist and critic who put together some research. His finding came up with a theory proposing that it is possible to classify characters and their actions into clearly definied functions and roles (eg. the hero, villain, doner...)

Tzvetan Todorov was a Bulgarian theorist suggest that most narratives start with a state of basic equilibrium. Meaning that everything begins seemingly happy and idealistic. This state of normality is then disrupted by an outside force, which has to be forced against in order t reach the previous equilibrium.

Roland Barthes was a French semiologist. He suggested that narratives work with five different codes which activate the reader to make sense of it. (Action, Enigma, Symbolic, Semic and Cultural)