Audience reception

audiences all have different ways of receiving and responding to texts. the variety of effects generate a number of different responses. It is seen in a way that characterises and groups the audience interpretation.

Encoding Decoding Theory

• Stuart Hall, 1973
• The producers encode meanings/ideology into texts which the audiences then decode. 
• Audiences are known to be active when it comes to their interpretations and can either reject or accept the message the producer is trying to spread across.

Texts are able to be decoded through the use of body language  to understand emotions or relationships. they have multiple different meanings which are all able to be decoded in various ways. The message that is sent across will be interpreted in many different ways by different people. 

Preferred reading- Audiences will agree and accept what the producers are encoding

negotiated reading- Audiences will usually only partly agree with the encoded message

oppositional reading- Audiences will reject/disagree or decode the text in a different way

Example; 

Preferred reading ;

This is intended to encourage the feeling 

of hunger or craving for fast food. Audiences will 

get this feeling when passing by a McDonalds 

chain and want to go in and buy food. 

Negotiated reading; 

Audiences will usually go to 

McDonalds and enjoy having a Big Mac. Those

who are health conscious may tend

to respond with annoyance or anger, but they 

understand having it once a month isn't going to be damaging.   

Oppositional reading; 

"He is purple- the gay pride colour

and his antenna is shaped like a triangle which

is the gay pride symbol" 

"Tinky Winky also carries a magic pink bag"

"Modelling the gay lifestyle is damaging to the moral lives of children"

Grime 

a huge majority of audiences believe grime is about encouraging gangs, drugs and gun violence towards young people, this is more likely to be the oppositional readers. negotiated readers and preferred readers are more likely to listen to the music and realise that grime artists are not encouraging bad behaviour and instead they are telling people about their upbringing around gangs etc.  

This genre of music can benefit from being decoded as many people believe its used to promote negative things but if it were to be decoded properly people would find that they are rapping about drugs and violence but they are talking about how it affected them growing up. If anything grime has been used to send a message to young people about being streetwise and not trusting someone if your heart is telling you not to.

A model of the Media

The Media Practice Model is a media effects construction used within the main areas of mass communication. This model was developed by Jeanne R. Steele and Jane D. Brown in 1995, and it takes a practice perspective which means that it focuses on everyday activities and routines of media consumption.

Text: This is what media product is going to be produced by a company. It's the very beginning of the process where ideas are written down and they come up with what the product is going to be about. For example, if a film company wanted to bring out a film, they would need to start of mind mapping ideas, designing characters and so on. 

Audience: This is when the company thinks about how they are going to get the audience to watch/listen or visit their product. They thing about what they're going to do to get the audience interested, how are they going to do this, why they are doing in they way they have decided, where will they be doing this and what the outcome will be.

Financial transaction: This means that whatever media product has been brought out, the consumers will always have to pay for it for example if it was a film they would pay at the cinema, if it was a video game people will be purchasing it from GAME, HMV or on their consoles to play it. 

Produce, distribute, exhibit and market: media institutions such as Netflix, Sky, ITV and the Big 6 are the ones who produce the product, market the product and get it out to places it needs to be. They also receive money for their product and if it is a success, they will receive high figures that can be used towards their next product. 

Change of plan

I had a meeting with the band members and my team about having a day where we can shoot the video and it has been decided that I will no longer be doing the band version of the song as nobody can make it and instead I will be doing an acoustic version of the same song. This will be a lot more easier for me to get done quicker and shoot some more intimate shots to go with the speed of the song.

Alex Southam

Michael Jackson

Michael Jackson was known as one of the best music artists of all time, he was known for his artistic videos, amazing dancing and perfect singing.

“Rock with You”  1979

After being in the The 'Jackson5' Michael went on to being solo and released his first song called 'Rock With You.' This video is very sophisticated and uses he has focused on costuming and lighting for this music video. In terms of the theory of Andrew Goodwin, Jackson's video includes numerous close ups of his face that can develop a motifs which can recur across his work.

"Billie Jean" 1982
After 'Rock with You', people began to want to hear more from him which led to 'Billie Jean' being released. First interesting Pop Video that tells a story and does more than just Lip Syncing and everyone loved the song and especially the music video. In terms of Goodwins theory, this video makes an intertextual reference to a film as the set up of the music video looks as if it was a film set and the whole story of the music video is exactly like a film it contained buildups, excitement and suspense.





"Beat it" 1983
After 'Billie Jean' everyone was amazed by Michael Jackson and wanted to hear more from him as he was making his way to the top of the podium and music charts. He then released 'Beat it' which is different from his past music videos and this one showcases his dance moves. In this music video there is a relationship between the visuals and lyrics which is known as as illustrate, this is when Music videos can use a set of images to illustrate the meaning of lyrics & genre, this is the most common.



"Thriller 1983"
This was Michaels biggest song,  he music video is considered the most famous music video of all time, at least by the Library of Congress, which added it to its National Film Registry in 2009, the first music video in their registry. he long version of "Thriller" runs nearly 14 minutes, but had remarkable longevity, easily racking up over 100 million views when it showed up on YouTube. MTV usually ran the short version, which ran a little under five minutes but still contained about a minute of non-song content in a storyline that omits most of the movie the couple is watching at the beginning. In this video there is an intertextual reference to films, at the start of the video they are watching a film and during the music video the film at the start is brought to life almost.

“Bad” 1987

Following “Thriller” he was the biggest pop star in the world. His videos made the news. The video of “Bad” was a major event. Shown for the first time on BBC. Many people were so excited and wanted to see his new image and new dance moves. The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work.

"The Way You Make Me Feel"  1987

Laura Mulvey’s theory relates to classical Hollywood cinema. However, we can apply some of her ideas to our work on the pop video.

The male gaze =

women viewed as the objects of male erotic desire – in film and audience

men active / women passive.

Women do not   have agency – they do not move the plot forward.

The audience is forced to identify with male gaze.

There is a relationship between lyrics and visuals which i believe is amplifying, the video does relate to the lyrics but not 100%.c

“Black or White” 1991 ($4,000,000 – Today $6,925,000).

• The pop video was very expensive and inventive.
• Used to try and resurrect his career (allegations of being ‘strange’)
• Problems with his image – white skin.
• Serious message.

the video is linked with the video which is known as illustration.

Scream  1995 Cost $7,000,000 (Today $10,834,000)

Jackson began to lose his streak of great videos and therefore led to him making a video with his sister Janet Jackson who was getting bigger at the time. this video has an intertextual reference to a film of some sort for example a sci-fi film.