Representation Theories:
Laura Mulvey 'The Male Gaze Theory'- Mulvey believes that women are put in media texts to be objected by males and to be seen as sexual objects through the use of specific cinematography techniques which emphases certain parts of the female body. My music video doesn't adhere to this theory because my music video is mostly abstract and when my artist is shown she is is fully clothed and isn't shown in a sexual way and doesn't show any parts of her body. My artist isn't there for the male pleasure but for the simple fact of reinforcing my narrative.
Richard Dyer 'Star Theory' There are specific quotes from Dyer that I can apply 'Stars are commodities that are produced by institutions' 'A star is a constructed image, represented across a range of media and mediums' ' Stars represent and embody certain ideologies'. Dyers theory applies to my product because he believes a star is just an image and not a real person they are constructed. My artist in my video is constructed, and usually created to be desirable for the audience, it is not a true representation of themselves because my artist has been created by me to behave and perform in a certain way that is in which different to her real personality. Stars are deemed to be paradoxes usually ordinary and extraordinary to fit a specific medium. Stars are created, my star was created based on what people/audiences are supposed to like, and my artist conformed to this based an previous research and planning I had done.
Tessa Perkins 'Stereotypes'- Perkins suggests how stereotypes are assumptions we make based on certain groups of people' Stereotypes are not always negative. My music video is of the pop genre and there are specific stereotypes relating to this specific genre, my music video doesn't conform to these stereotypes because it is a slow pop song. Perkins suggests once a stereotype is linked to a person it is hard to change this, but over time this is possible. So using my music video for an example, and untypical pop music video that after time audiences might have a different perception of pop and could create other stereotypes based on subcategories.
Audience Theories:
Blumler & Katz 'The Uses and Gratifications Theory'- The 'Uses and Gratifications' model represented a change in thinking, as researchers began to describe the effects of the media from the point of view of audiences. The model looks at the motive of audiences who use the media and what affect the media has on them as a whole, this theory makes this audience active because they get to decide what they want to consume. The theory is broken down in to different stages to reflect each type of audience and how they view the media, I believe that my music video reinforces the Personal Relationship part of the theory because my narrative is about love and the break down of a relationship, so using the Uses and Gratifications theory the audience can relate to my narrative and put themselves in the shoes of my artist and relate to the media text which the theory is all about.
Stuart Hall 'Reception Theory'- The
reception theory states that media texts are encoded by the producer meaning
that whoever produces the text fills the product with values and messages. Different audiences will decode different media texts in different ways and not always in the way that the producer intended. The audiences of my music video may view the narrative in different ways depending on their age, gender, ethnicity etc.. my music video narrative is about a relationship break down where the boyfriend had actually died, but other audiences may view it just as a simple break up and that the protagonist is simply just missing her ex.
Hypodermic Needle Theory- The
"hypodermic needle theory" implied mass media had a direct,
immediate
and powerful effect on its audiences. The mass media in the 1940s and 1950s
were perceived as a powerful influence on behavior change. This suggests how audiences believe everything they read or see in the Media. So, if my music video was to be put on the market and distributed by certain institutions the audiences who watch my video may believe that my narrative is real and that this is what happens all the time in relationships because audiences do often believe everything in the Media because they trust it and know it is a vital source of information.
Narrative Theories:
Kate Domaille- She believes that media texts and forms fit under eight different categories;
1) Achilles- A fatal flaw in the narrative.
2) Candide- Hero's that cannot be put down.
3) Cinderella- All dreams come true.
4) Circe- The innocent and the victim.
5) Faust- The selling of a soul the devil. 'I'll give you something in the future for the exchange of your soul'
6) Orpheus- The loss of something personal.
7) Romeo & Juliet- The love story.
8) Triston & Iseult- The love triangle.
My music video fits under the Romeo & Juliet category because my narrative is a
a love story, this is common of pop music videos. So because both of my artists were in love this creates the love story.
Sven Carlsson- Carlsson suggested that music videos usually fall in to one/or two groups when it comes to a video itself; Performance, Narrative and Abstract. My music video falls mainly in to the performance and narrative aspect because my music video has a strong performance element through the artists lip sync, and the narrative is a love story. So, my music video adheres to this theory because my music video fits under two of the categories which is expected as Carlsson believes that all music videos fit under one or more categories.
Michael Shore- Michael Shore created the 'Recycled Styles Theory' he argues that all music videos are just recycled styles. My music video adheres to this theory because my music video is just a recycled style which arose from existing products about love stories and relationships.
Bordwell & Thompson- They believe there are two distinctions between the story and the plot. They believe that the narrative has a formal structure. There is inferred events, explicitly shown events and non-diegetic material. My music video adheres to this theory because there is some inferred events at the end for the audience to decide if my male artist died, explicitly shown events is that there is a clear narrative structure about love and relationships and the non-diegetic material is the writing over the music video which is expected of the pop genre.
Genre Theories:
Daniel Chandler- Chandler argues that all genres have sub genres within the music videos. My genre is pop and there is kinda a sub genre within my music video of indie because of the black and white filter over my music video.
Rick Altman- Altman argues that genre offers audiences a set of pleasures. My music video fits under the emotional pleasure category because of the strong love narrative and relationship narrative, because audiences relate to specific categories and relate to the narrative.
Media Language Theories:
Charles Peirce- He believes we think only in signs. But he believes nothing is a sign unless we interpret it as a sign. My music video doesn't conform to this theory because throughout my music video things are hard to be taken as signs as the connotations and denotations of the signs are not easy to realise.
2) Candide- Hero's that cannot be put down.
3) Cinderella- All dreams come true.
4) Circe- The innocent and the victim.
5) Faust- The selling of a soul the devil. 'I'll give you something in the future for the exchange of your soul'
6) Orpheus- The loss of something personal.
7) Romeo & Juliet- The love story.
8) Triston & Iseult- The love triangle.
My music video fits under the Romeo & Juliet category because my narrative is a
a love story, this is common of pop music videos. So because both of my artists were in love this creates the love story.
Sven Carlsson- Carlsson suggested that music videos usually fall in to one/or two groups when it comes to a video itself; Performance, Narrative and Abstract. My music video falls mainly in to the performance and narrative aspect because my music video has a strong performance element through the artists lip sync, and the narrative is a love story. So, my music video adheres to this theory because my music video fits under two of the categories which is expected as Carlsson believes that all music videos fit under one or more categories.
Michael Shore- Michael Shore created the 'Recycled Styles Theory' he argues that all music videos are just recycled styles. My music video adheres to this theory because my music video is just a recycled style which arose from existing products about love stories and relationships.
Bordwell & Thompson- They believe there are two distinctions between the story and the plot. They believe that the narrative has a formal structure. There is inferred events, explicitly shown events and non-diegetic material. My music video adheres to this theory because there is some inferred events at the end for the audience to decide if my male artist died, explicitly shown events is that there is a clear narrative structure about love and relationships and the non-diegetic material is the writing over the music video which is expected of the pop genre.
Genre Theories:
Daniel Chandler- Chandler argues that all genres have sub genres within the music videos. My genre is pop and there is kinda a sub genre within my music video of indie because of the black and white filter over my music video.
Rick Altman- Altman argues that genre offers audiences a set of pleasures. My music video fits under the emotional pleasure category because of the strong love narrative and relationship narrative, because audiences relate to specific categories and relate to the narrative.
Media Language Theories:
Charles Peirce- He believes we think only in signs. But he believes nothing is a sign unless we interpret it as a sign. My music video doesn't conform to this theory because throughout my music video things are hard to be taken as signs as the connotations and denotations of the signs are not easy to realise.
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