Audience task - Reception theory

Reception theory

 

Stuart Hall’s reception theory suggests that producers encode their media texts with a meaning. The audience then decodes this message.

However, Hall believes that the audience is more active and either accepts the meaning the producer intended, partially accepts and rejects it or completely rejects it (opposition)

Hall believed that the audience response depended on their culture (age, ethnicity, values, social status, gender etc)

In relation to our music video, the coded message that we are trying to give out could fit into all 3 models. From research and explaining our ideas to other students in the class we found that some students accepted the encoded the message which was to value happiness and memories over material goods. Others in the class partially accepted and partially rejected the message. Then a few people completely rejected the encoded message and believed the video had other connotations and meanings.

Audience task - applied uses and gratifications

 

This uses and gratifications theory developed by two theorists (Blumler and Katz) suggests that audiences uses media texts for various reasons. The reasons are listed below.

In relation to our music video, we believe that there are aspects which will be suitable and aspects that will not. For example, we believe that the audience will use the video as a diversion and a way of escaping everyday life. They will be able to escape due to the upbeat nature of the song. Additionally, the audience will be able to use the music video as a means of relaxation, enjoyment and emotional release because they will be able to reminisce about childhood memories and have an emotional connection with the video because of this.

One page pitch video

This is the video where we pitched our ideas to Mr Welch to see what he thinks of our ideas and areas we need to work on and any concerns that he has.

One page pitch

The following picture is one page of ideas that we used as a help when pitching our music video to our teacher.

Introduction to our group

For our Music Video task, I have chosen to work with Ben Locking again for a numerous amount of reasons.

1. We are friends and we know that we can challenge each others ideas without arguing.
2. We have worked together in the past in creating a variety of successful pieces of work.
3. Within our previous work we have identified the strengths and weaknesses when working together and what we can do in the future to better ourselves and our productions.
4. Because we are close, it will be easier to get together and organise when we need to plan, shoot, and produce our music video.

History of music videos

Practice Album Cover - Tom Vek