Research and Planning: Audience Theory

For our music video we are trying to create a scenario in which the audience can relate to, going out and having fun with your friends drinking and partying. This reflects McGuail's Gratification theory of personal identity, when the audience view our video they may recognise some of the scenes; they might interact with their friends in the same way. Our video also creates personal relationships between the characters as a group; showing them all together this also would make the audience feel part of the group as the video and narrative goes on a journey so will the audience with them this is also a claim that McGuail's theory makes. Our video will entertain our audience by use of a fast dynamic throughout; we will fast paced editing to do this; quick cuts on the beat and pace of the music, we will use mainly close up's of our star in different locations.  This will grip the audience and keep them entertained and cheery like in McQuail's theory of Escapism/ Diversion. 

Flew's theory could apply to us; if we get our friends/audience to watch our video on Youtube and they like it; they could suggest it to other people on Youtube and subscribe to the channel, people can also comment on our video and 'like' it, if a video gets lots of likes it could get onto the 'most popular' list on Youtube, this list is seen on the homepage of Youtube and people can easily click to see your video. Audiences could use our text in other media 2.0 such as on Facebook; they could post our video on their 'newsfeed' to share with their friends who are also into the same music.


Morley's Cultural Studies Approach suggests audiences are active and adopt certain views within a media text, this can apply to our music video. For example our audience is likely to adopt the preferred (Or dominant) reading, our audience is likely to accept our storyline of a girl going out and partying and think of it as correct, as our target audience would be of a similar age also going out partying as well.


Ang's fragmented audience theory would not apply to our media text; our target audience is mainstream young adult girls who would view our media product on 'Youtube' and music channels and buy it on 'iTunes' and' HMV'.  We haven't targeted a specific niche in which the music they produce would be sold in small record shops.