Audience Theory

How each audience theory relate to my 3rd choice idea (Music Video)

With my Christian music video people might be suggested to convert to Christianity because of some of the shots that I may film in my music video. If some of the my christian beliefs are put into the video then it might start to have effects on certain people. The hypodermic needle theory might without myself knowing inject a theory or message int peoples thoughts by the video.

With the reception theory relating to my music video if I create a certain storyline for the video it might be interpreted in different ways. If I have certain message in the video then people might get offended by the message in a way that it wasn't intended.

Some people might have a strong opinion with the story in my music video and therefore might start to write about it on social networks or blogs, they might want to express their opinion and criticise my music video or compliment it. Active consumption with my music video might start a string of arguments due to some non-chrisitans complaining about it, or perhaps some christians complaining about it.

With passive consumption it won't affect my music video as much. This is because the viewer won't really care much about the music or the video. They won't have much of an opinion of the music video, also the passive consumer might just read the review or a blog of the music video, therefore they don't really count as a audience member.

With my music video if it has a sad plot which turns into a happy ending, this might help some christians who are having a sad part in their life start to escape from reality and imagine themselves in the story. The storyline might provide pleasure for some christians who will think that it can only get better from their situation that they are in. Some viewers may actually relate to my music vide, if I show the stresses and difficulties in life then they may have gone through the same sort of things.

Reception theory:
How audiences interpret film and television and create their own meaning for it.
Individual interpretations are influenced by people's experiences, background and prejudices.

Hypodermic needle theory: The hypodermic needle theory suggests that mass media has a strong effect on audiences. it can influence a large number of people directly and uniformly by shooting or injecting them with the appropriate message.

Active Consumption:

• Goes out of there way to express an opinion
• actively watches as an audience member
• Create a buzz about the media
• Sometimes Social Network users

Passive Consumption:

• Don't have an opinion or a strong opinion.
• Does not take much in as an audience member.
• Doesn't pay much attention.

Users and gratification: Users and Gratification theory is an approach to understanding why and what people do with the media;

• Emotional Release
• escape From reality
• Pleasure

The gratification theory is understanding why people pick a specific media product.

Reception Study/Theory

"Reception theory provides a means of understanding media texts by understanding how these texts are read by audiences. Theorists who analyze media through reception studies are concerned with the experience of cinema and television viewing for spectators, and how meaning is created through that experience."

Read more: http://www.filmreference.com/encyclopedia/Independent-Film-Road-Movies/Reception-Theory.html#ixzz2Of8sZMUc


Vantage Point:

With certain films you can have a different feeling towards the film because of different factors. Who you're watching the film with is one of the factors. For example if you are watching a vantage point with some friends at home then you might be taking the mick of the film, or messing about while the film is going on. This is because you won't need to quiet down for anyone as cinemas have rules about talking during the movie. This behaviour will make you think of the film less seriously. However if you were watching the film in a cinema with your friends then there would be less noise and therefore you would be more aware of the film and what is happening. At home you would be less concerned with whats going on and might be confused by the film, but at the cinema you would be focused on the film and since you are following the storyline the whole way through.

The people you watch the film with can also be a factor, if you are on your own then you will concentrate on the film more on the film and you will be able to follow the plot, however as I have previously said if you are with friends then you might get distracted when talking to them. After watching the film you and your friends might have a discussion about the film and may have different opinions on the film because of how concentrated you were while watching the film.

Weather can also be seen as a factor. If you are watching a horror film with the lights turned off at night then, then you will be more likely to be scared as you might start to think that you are in the horror film.

If you're in a bad mood then then you might find it hard to concentrate on the film.

Other disturbances while watching a film may be due to people eating from bags, the hands rustling to get food might make you lose concentration while watching the film. Also people may slurp their drinks which can be very distracting as well.

Surroundings can also distract people while they are watching movies. If you are at  a friends house and they have some interesting features in the room you are watching the film in, then you might be tempted to start to look at the different features of that room, which could lead to you missing important parts of a film.

If you are watching vantage point and have never encountered terrorism before then you might be shocked when you watch the film, as the terrorist activity happening. However for someone who is watching the film and has encountered terrorism first hand they won't be as shocked to what is happening in the film, and they will also feel that they can relate to the film from personal experience.