Andrew Goodwin
Andrew Goodwin's theory is the audience theory that relates to our music video the most. He believes that music videos are an extension of the lyrics of the song, which is one of the things we are aiming to do. In the original Katy Perry video, the video is about a romantic relationship between a man and a woman, which pretty much follows the exact theme of the lyrics. We decided to alter ours to suit our target audience, which from our research shows, is teenage girls. We thought that one of the most common problems that this audience faces is between friends and the conflict between being yourself and fitting in with the crowd. When we listened to the song, we thought we could create a video that reflects the theme of the lyrics but doesn't completely follow what is said, which will then make an appropriate video for our audience.
Todorov's Equilibrium Theory
Todorov proposed that there is a basic structure that can easily be used my all narrative scenes. He believes that television programmes, films and music videos begin with a calm situation; equilibrium. Then, something will happen to disrupt the calmness which is unsettling; disequilibrium. The unsettled period is then resolved and a new state of peace and harmony is created which is the new equilibrium.
Tuesday, 16 November 2010
Audience Theories
When researching our target audience, I felt it would be important to look at different ideas that theorists have came up with about how the media can influence audiences.
Hypodermic Syringe
This idea comes from around 80 - 90 years ago when the media first starting becoming big. The idea is that films and television act like a syringe, injecting their ideas straight into the audience. For example, it was thought that after watching a horror film that the audience would act violent afterwards.
Two Step Flow
This model differs from the hypodermic syringe as it doesn't state that we automatically take on the ideas from the media, but we discuss what we see with others first and then decide how we respond.
Uses and Gratifications
The five categories that fit into this theory are
- Interaction
- Identity
- Information
- Escapism
- Entertainment
I think that our music video will help our audience most with identity as we are giving solutions to a problem that is faced by a vast majority of people in our target audience.
Hypodermic Syringe
This idea comes from around 80 - 90 years ago when the media first starting becoming big. The idea is that films and television act like a syringe, injecting their ideas straight into the audience. For example, it was thought that after watching a horror film that the audience would act violent afterwards.
Two Step Flow
This model differs from the hypodermic syringe as it doesn't state that we automatically take on the ideas from the media, but we discuss what we see with others first and then decide how we respond.
Uses and Gratifications
The five categories that fit into this theory are
- Interaction
- Identity
- Information
- Escapism
- Entertainment
I think that our music video will help our audience most with identity as we are giving solutions to a problem that is faced by a vast majority of people in our target audience.
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