Audience Theory

Text  - Audience - Instituion

• The consumption of media texts has a consequence.
• The hypodermic model
• Here, the messages in media texts are injected into the audience by the powerful, syringe - like media.
• The audience is powerless to resist.
• Therefore, the media works like a drug and the audience is drugged, addicted, doped and duped.
• Key evidence for the effects model.
• 1. The Frankfurt school theorised in the 1920's and 30's that the mass media acted to restrict and control audiences to the benefit of corporate capitalism and governments. 
• 2. The Bob doll experiment.
• This is a very controversial piece of research that apparently proved  that children copied adult behaviour. 
• This was conducted in 1961 by Albert Bandera.
• In the experiment children watched a video where an adult violently attacked a clown toy called a Bobo doll.
• The children were then taken to a room with attractive toys that they were not permitted to touch.
• The children were then led to another room with Bobo dolls.
• 88% of the children then  imitated the violent behaviour that they had earlier viewed. 8 months later 40% of the children still imitated the violent media content.
• The conclusion reached that children will imitate the violent media content.
• The film 'Child's Play' in the murder of James Bulger in 1993.
• The game Manhunt in the murder of Stefan Pakeerah in 2004 by his friend Warren LeBlanc.
• The film A clockwork orange (1971) in a number of rapes and violent attacks.
• The film Severance (2006) in the murder of Simon Everitt.
• In each case there was a media and political outery for the tasks to be banned.
• In some cases laws were changed , films banned, and newspapers demanded the burning of films.
• Subsequently, in each case it was that no case could be proven that the media caused any crime.
• The effects model contribute to moral panics whereby the media produce inactivity, which either makes us students which want to pass their exams or couch potatoes who make no effort to get a job.
• The media produces violent copycat behaviour or mindless shopping in response to advertisements.

 The Uses and Gratifications Model

• It is still unclear that there is any link between the consumption of violent media texts and violent imitative behaviour.
• It is also clear the theory is flawed in that many people do watch violent texts and appear not to be influenced.
• Therefore a new theory is necessary, this is called the uses and gratifications model.
• The uses and gratifications model is the opposite of the effects model.
• The audience is active.
• The audience uses the text and is not used by it.
• The audience uses the texts for its own gratification or pleasure.
• Here, power lies with the audiences with media texts and how and why they use them.
• Far from being duped by the media, the audience is free to reject, use or play with media meanings as they see fit.
• audiences therefore use media texts to gratify needs for: 
• diversion/escapism/information/pleasure
• Comparing relationships and lifestyles with one's own.
• Sexual stimulation
• The audience is in control and consumption of the media helps the people with issues such as :
• learning/emotional satisfaction/relaxation /helps with issues of personal identity/help with issues of social identity/help with issues of aggression and violence.

Individual Contribution

- Acting

- Choreography for the band scene

- Editing ideas such as shots/angles/effects

- Bass guitar performance in the band scene

- £10 for props

- idea of using vegetables when 'comparing our sizes'

- Lip - synching the lines of Dru wakely 

Suture

Classical Hollywood narrative, editing, sound and mise en scene 'Sutures' or positions the audience in certain ways making only one preferred reading possible, however unconscious the audience is off that position.

Digipak photo

This photo is going to be used on the back of our digipak. We will soon photoshop information such as the track names, tour dates etc onto the white sheet. The photo was taken in the drama room and we will all posed a very dramatic expression.  

Digipak images of band members - problem!

Initially, our idea was to use images of each band member striking a pose under a spotlight to use as a background for three sides of the digipak. Angela took the photos and after an analysis of all three of them decided Charlie and Jake produced a great photo whereas I did not and in her words ' Looked ugly '. As a result of my apparent poor appearance, we are to re-do my photo shoot to produce a more high quality image.

Finished editing - 17th December.

On the day we broke up we finished editing our music video. This was a strenuous task that lasted around two weeks to complete. Although, we were unable to upload the video onto youtube and raise awareness of our finished project because of the school's poor internet connectivity at the time, as a result of this on the 5th January jake uploaded the video after the christmas and new year break.

Call sheet Creation

We created a call sheet.

Filming the band Scene

On the third of december 2011, my group filmed in three hours the band scene for our music video. We acquired the instruments for the band scene from the Music department, Jake operated the xylophone, I was using the bass guitar and Charlie was lead vocal and lead guitar. The boxes that spell booty call that made up the part of the setting of the band scene were purchased from Rhymen stationary in Romford and the setting was chosen because the drama room can provide great lighting and an overall positive mood to fit the genre of the song. Close ups of all three band members were performed and a primary angle which showed all three band members was also included.