A2 Advanced Portfolio Music Video project -
Our music video follows the story of a relationship breakup and the development of a new relationship, between a love triangle. The two main characters perform cameo roles in the narrative, whilst also performing with guitars in various locations around cambridge.
Avtive consuming -
Stuart Hall - Encoding/Decoding -
Prefered/Negotiated/oppisitonal readings of the our music video -
Because our music video has a linear narrative, it is fairly simple for the audience to understand the plot, so majority of audience members will understand the text the way that we intended as the producers, this would be a preferred reading.
Blumler and Katz - uses and gratification theory -
This theory shows what audiences 'do' with media texts, rather than what the media text 'does' to the audience. Shows how the audience are actively viewing.
States that audiences watch the media text with four different purposes.
It could be said that our music video could be for 'Entertainment', 'Personal relationships' and for 'personal identity'. This challenges the theory as the theorists state how each media text should fall into one category.
David Gauntlett Pick n Mix reader -
Suggests that audiences that are 'sophisticated' enough will be able to pick what they want from media texts and what they don't want from the media when they consume.
David Buckingam - Creative audience -
States how young audiences will use media and specifically web 2.0 to just 'fill time', to keep them 'entertained' so they aren't bored.
He also states that they use the media to make sense of their lives, to help make sense of real experiences such as relationships.
Passive viewing -
Hypodermic needle/copy cat theory -
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