Media Theorists Continued

Hypodermic Needle Theory:

 The Hypodermic Needle theory is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. The model was suggested in the 1930's and is largely considered obsolete today.The theory suggests the media 'inject' information and ideas into the viewers heads, interpreting their own opinions on a subject or person. This theory is often supported by controversial newspaper headlines and rumours documented by magazines as audiences view each subject, they form an opinion on that subject whether it is true or false. 

This theory can link to my work by showing an audience an idea through the narrative of my music video, interpreting it in a way that gives off a certain message for the audience. This can be shown through the mise-en-scene and setting of the video, creating a tone and certain atmosphere to convey the lyrics and music genre. The choice of costumes and make up presents a character strongly, making them recognizable for an audience to see. 
The audience can choose to receive the message portrayed through the video or interrupt it in their own way. This reinforces the theory showing a media text to give out a meaning through a media text and create a reaction from the audience. 

Uses and Gratification Model - Blumer and Katz 1974:

 The Uses and Gratification theory describes the effects of the media from the point of view of the audience. It looks at the motives of the people who use the media and their reactions. The theory generates certain expectations from mass media and shows the gratification of need. People are motivated by a desire to fulfill or gratify certain needs from using the media. The model asks how an audience use the media. 

This theory relates to my work by placing my music video in a position to fulfill an audience's needs from the media. I also have to make sure my video reflects certain expectations and shows the audience what it wants to see. The audience choosing to watch my music video because of the music genre and style of video will support the initial motivation to view my video and show a greater expectation from the viewers. 

There are 4 different needs that make up the uses and gratifications model; surveillance, personal identity, personal relationship and diversion. 

Surveillance is based around the idea that people feel better having the feeling that they know what is going on in the world around them and have an awareness of current issues. This associates to the dominant messages of conforming; dominant ideologies given in media texts such as music videos. 
Surveillance links to my music video by using the mass media to target an audience whilst giving off a message within the form of a media text. Because the audience interrupt each media text to their own ideologies, this creates a difficult purpose my music video to show a correct message and reinforce the ideology of surveillance for awareness of the audience. 

Personal identity explains how being a subject of the media allows an audience to reaffirm the identity and positioning of themselves within society. 
This links to my music video by giving an audience the opportunity to reinforce their personal identity through the music video and support their own position within society by taking on board a media texts message and meaning. 

Personal relationships with the media form relationships between the media and use the media to form relationships with others. For example when a character dies people are sad because they've been watching that character for ages and it feels like they've lost a friend. 
This links to my music video by how the narrative is portrayed and if a protagonist loses or dies, the personal relationship created from the audience with the media is made stronger.