Audience Theory

The theories about audiences are generally divided into two areas: the first area is often reffered to as the 'hypodermic syringe model' in which the media 'injects' us. This is a simple but very well known communication model, illustrating that the media is more powerful than the audience. This offers no chance for the audience to offer feedback and assumes that all media are communicated with the purpose of gaining a responce. An alternative viewpoint comes from the uses and gratifications theory which focuses on the idea that media audiences make active use of what the media offer. This contrasts the 'hypodermic syrige model' as the audience are more powerful than the media in this theory. The audience has a set of needs which the media in one form or another meet. The 3 different catories that relate to my music video will be:
Diversion: a form of escaping from the pressures of every day. - the song I will be using is about a broken relationship which they are trying to escape from. I will be filming this is a field which is an open space, illustrating the concept of freedom from every day life.

Personal Relationships: where the viewer gains companionship, either with the television characters, or through conversations with others about televisions. - as the band I am focusing on is a girl group, I think this 'need' is very suitable as their songs and their image are aimed at girls, therefore girls can relate to them. Also, they're young girls singing about things that happen in every day life, which anyone can relate to. One may here a new song of theirs and spread the word to their friends, which will most likely lead to one youtubing their songs/downloading them. This is all done through word of mouth.

Personal Identity: where the viewer is able to compare their life with the lives of the characters and situations on television, to explore, re-affirm or question their personal identity - this category is a mixture of the two above. Girls may desire to be like the characters in the band which will ultimately lead them to watch them, research them, talk about them etc, creating a sense of personal identity.

However, the message in my music video may be interpretted differently by the audience, so this is why I have to be very careful and clear in the message I am trying to portray. As this is aimed at mainstreamers (younger audiences mainly), I must not offend them as the cencership may suffer. Many contempory music videos which feature adult material, when shown on mainstream music video channels or during peak time, have to be careful which shots they reveal to obscure adult content.

Concerns have focused on the effect ,music videos and lyrics of some songs will have on a young, impressionable audience and these concerns have led to some music videos to be banned or to be re-cut to meet the publics approval. Particularly video's such as:
Tatu - All the things she said. - this music video portrays voyeristic pleasure as the singers were represented as under age, in school uniform and endulging in lesbian kisses, whilst everyone watches them. Not only is this an iconic male fantasy, but it is encouraging us to look at them in a sexual way. It has been said that it is deliberate controversy as they are playing on the singers innocence.
The Prodigy - Smack my bitch up - the title itself emphasising that this is a women hating music track. It features drugs, violence, drink driving, vomiting, anti-social behaviour, visiting strip clubs and eventually taking home a prostitute. It has been said that this could be perceived as slightly humorous due to the sound effects and how over the top the music video is. Yet dispite that it became the most talked about video and the most controversy, and probably still is to this day.