Audience theory - The uses and Gratificator

Many people question whether these are true since many people watch violent texts but don't appear to be influenced by them. This theory elaborates on the reasons as to why people consume media and what they want to gain from it. Gratifications model, the audience are active when they watch media texts  because when the watch it they use the text and are not used by it. When the audience use the text they use it for their own gratification or pleasure. They are not helpless, they watch these types of texts because they like it and may possibly want to gain something from it.

The audience can use media texts to gratify needs for: 
- Information
- Diversion
-Pleasure
-escapism
- sexual stimulation
-comparing relationships & lifestyles

Since the audience are now in control, consumption of the media therefore, helps those with issues such as:
-Learning
-Relaxation
-Emotional satisfaction
- Issues of personal identity
- Issues of social identity
- Issues of aggression and violence 

The theory suggests that the consumption of violent images might even be helpful rather than harmful since, the audience act out their violent impulses through the consumption of media violence. The audiences inclination towards violence is sublimated therefore, they would be less likely to commit violent actions. 

This theory can be related to my music video because the audience may really want to watch sad music videos because they enjoy it because they don't get upset about it or it makes them feel better about their selves. 

Audience theory - Reception theory

Developed by Start Hall at Birmingham University in the 1970's. This theory is about when a producer constructs a text it is encoded with a meaning or message that the producer wishes to convey to the audience. The audiences will correctly decode the message or meaning and understand what the producer was trying to say. However the audience may sometimes reject or fail to correctly understand the message.
 Hall identified 3 types of audience readings of the text:

• Dominant or preferred
• Negotiated
• Oppositional

Dominant 

• This is when the audience decodes the message how the producer wants them to , so they feed into the rpoduceers message that they're trying to portray. 

e.g. in my music video the response I wanted the audience to have was to feel emotional , as my video was fairly touching to the heart about a couple , and the guy passing away.

Negotiated

• This is where the audience accepts, rejects or refines elements of the text in light of previously held viewers. 

Oppositional 

• this is when the dominant most important meaning is recognized but rejected for cultural, political or ideological reasons. 

Audience Theory - the effects model theory

The Effects Model 

Media effect theory is how media is able to affect and how it does affect society. The consumption of media texts has an effect and influence on the audience, this is usually considered as a negative effect. Audiences are passive and powerless to prevent the influence.

this model can also been called THE HYPODERMIC MODEL this is because the model is like a syringe which the messages in media text are injected into the audience by powerful media. 

this effects model also relates to my music video i produced because it has influenced my audience which are; young teenage girls who are upset with relationships in their life and are grieving.

Another favorite music analyis

One of my favorite  music videos is Shine Ya Light by Rita Ora  . It strikes me as a very inspiring and close-to-the-heart video and many emotions come to me while it is playing . My favorite part , and practically the whole music video, is when Rita Ora visits her home town in Prishtina , Kosovo. Everyone is happy to see her and the only way I can describe it is as warm and cosy . It is such a bright and happy atmosphere . Then also I believe strongly that this video has an important message: that wherever you end up in life or however far you get you must not forget the people that helped you get where you are.This video works well because it was filmed when Rita Ora was at a high peak in her music career so it seemed fitting for her to go back home and film where she is with all her family .

And also by shine your light she means that wherever you are , a tiny town or a shining city you should just let your talent gleam and be exposed for the world to enjoy and to see . This song is all about being the best and keeping everyone together with a love of music.This just makes me realize everybody is blessed and we should all show and reveal our talent .Whether that be singing , dancing or painting . This is why I truly believe that the music video is very effective to the audience, it gives out a meaningful message. 

Digipak back cover

Our Magazine Cover

My magazine cover analysis

  In order to achieve this final finished magazine cover, I used photoshop to get everything together.
I have edited the picture of Gabriele , so she stands out but not too much focus on her so the audience can focus on the details of her Album.
 I have chosen the font and colour of it very carefully in order for it to stand out, this was because my background colour where the titles where meant to be placed is dark. 
At the bottom of the magazine cover i have placed icons to alert the audience on how they are able to access the music i.e hmv or can be downloaded online.