Audience Theory
There are two main theories about audiences which focus on the media's effect on individuals.
The first theory is often referred to as the 'hypodermic syringe model' which suggests that the media is like a drug, which we the audience take without being fully aware of it or its consequences and it causes us to go out and act a certain way.
Lasswell's formula shows how this works:
Who? >>>>> Says what? >>>>>> In which channel? >>>>>>> To whom? >>>>>>With what effect?
This communication model ends with the effect which leaves no chance for the audience to respond or give feedback. This suggests that all media are communicated with the sole purpose of gaining a response from the audience. However, nowadays this view has been inverted as with so many channels available to us by simply turning the channel over we show how we are more selective and have more control. With the opportunities presented to us via the internet also suggests that we are more active as an audience.
Another theory, which presents a rather alternative view is the 'Uses and Gratifications Theory', This theory focuses more on Gauntletts ides of a 'making and doing culture'. The audiences have a set of needs which the media meet, these can be summarized in four categories:
1) Diversion - this is a form of escaping from the pressures of everyday life
2) Personal Relationships- this is where the viewer gains companionship, this can either be with the characters seen on the television, or through conversations with others about what they have seen on the television
3) Personal Identity- this is where the viewer is able to compare their life with the lives of characters and situations on television , to explore, re-affirm or question their personal identity
4) Surveillance- this is where the media are looked upon for a security of information about what is happening in the world
This theory works hard for soap operas as they are able to connect with the characters and it helps us also to use them as an example for certain situations shown which we find relateable. However this May also have a negative effect as it although it may for some be a form of escapism it also may be for some a comparison for their lives which may leave them feeling unhappy with their own lives.
Some theorists believe that the media is actually ineffectual in terms of the influence it has over our beliefs, opinions and attitudes and instead it is other factors of society such as religion and the personal contact of other human beings which are more influential to us.
'Audiences are it blank sheets if paper on which media messages can be written, members of an audience wiki have prior attitudes and beliefs which will determine how effective media messages are.' (Abercrombie, 1996,140)
How does this relate to music videos?
As with the the majority of media, especially with the younger audiences, the music video has been the object of public concern, criticism and in some case, subject censorship. Concerns seem to focus on music videos and the lyrics and views expressed in some songs as the effect they may potentially have on young, impressionable audiences. These concerns have led to some music videos being banned or re-cut to meet the approval of even the public's harshest audiences.
A way of preventing inappropriate or adult materiel entering the mainstream media is by using pixelated shots or part of shots which help to obscure adult content during peal times.
When a particularly controversial music video is made the director and artist usually have set out with the goal to generate a reaction. This can either come in the form of success where people go out of their way to see it but there is also a risk of the video being banned or cut to a point where it makes hardly any sense or the original video is no longer recognizable. However, the introduction of the internet mean that even if videos are not seen via mainstream media people can seek out the video if they want and there will be an online audience for the video.
A way of preventing inappropriate or adult materiel entering the mainstream media is by using pixelated shots or part of shots which help to obscure adult content during peal times.
When a particularly controversial music video is made the director and artist usually have set out with the goal to generate a reaction. This can either come in the form of success where people go out of their way to see it but there is also a risk of the video being banned or cut to a point where it makes hardly any sense or the original video is no longer recognizable. However, the introduction of the internet mean that even if videos are not seen via mainstream media people can seek out the video if they want and there will be an online audience for the video.
Other examples of controversial music videos include:
- t.A.T.u: All The Things She Said
Ivan Shapovalov, 2002
This video caused controversy as the singers were represented in their videos as under age, in school uniform and indulging in lesbian kisses. The focus of creating a male fantasy caused major controversy amongst the tabloids designed to aggravate them therefore propelling the single up the chart listing however their were complaints about it being shown on mainstream music channels during peak times.
-The Prodigy: Smack My Bitch Up
Jonas Akerlund, 1997
This song was the subject of vast controversy, fueled further simply by the title of the song. The video shows content such as drugs, excessive drinking, driving whilst under the influence, fighting vomiting, going to strip clubs only to return home with a prostitute in tow. The final shot into a mirror reveals the central character to be a blonde female which is not only a surprise to the audience but also saves the video to be targeted as a work of explicit misogyny. Arguably the most notorious music video ever made it was unable to be shown on all MTV channels until after midnight a feature which remains today.
A recent example of this is Miley Cyrus, who has recently come under much scrutiny and received lots of attention both from the media and the public due to her recent change in image as displayed in her recent music videos. These videos display Miley in a different light, we are use to her being portrayed as a cute, innocent role model to younger audiences as seen in her child star days when she played Hannah Montana but in a desperate attempt to move away from her Disney Channel days she has totally changed her image to a more sexualised image and is nowadays seen 'twerking' and as she calls her change 'killing Hannah Montana'. This has caused her to be the subject of controversy and vast discussion as many parents feel that she is setting a bad example for younger audiences who remember her from Hannah Montana and still aspire to be like her, they feel as if this attitude and lifestyle Miley has chosen to portray can be damaging to their children in the long run should they chose to follow their idols path
- t.A.T.u: All The Things She Said
Ivan Shapovalov, 2002
This video caused controversy as the singers were represented in their videos as under age, in school uniform and indulging in lesbian kisses. The focus of creating a male fantasy caused major controversy amongst the tabloids designed to aggravate them therefore propelling the single up the chart listing however their were complaints about it being shown on mainstream music channels during peak times.
-The Prodigy: Smack My Bitch Up
Jonas Akerlund, 1997
This song was the subject of vast controversy, fueled further simply by the title of the song. The video shows content such as drugs, excessive drinking, driving whilst under the influence, fighting vomiting, going to strip clubs only to return home with a prostitute in tow. The final shot into a mirror reveals the central character to be a blonde female which is not only a surprise to the audience but also saves the video to be targeted as a work of explicit misogyny. Arguably the most notorious music video ever made it was unable to be shown on all MTV channels until after midnight a feature which remains today.
A recent example of this is Miley Cyrus, who has recently come under much scrutiny and received lots of attention both from the media and the public due to her recent change in image as displayed in her recent music videos. These videos display Miley in a different light, we are use to her being portrayed as a cute, innocent role model to younger audiences as seen in her child star days when she played Hannah Montana but in a desperate attempt to move away from her Disney Channel days she has totally changed her image to a more sexualised image and is nowadays seen 'twerking' and as she calls her change 'killing Hannah Montana'. This has caused her to be the subject of controversy and vast discussion as many parents feel that she is setting a bad example for younger audiences who remember her from Hannah Montana and still aspire to be like her, they feel as if this attitude and lifestyle Miley has chosen to portray can be damaging to their children in the long run should they chose to follow their idols path
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