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.