Analyse one of your coursework productions in relation to the concept of auidence

The music video that i produced for my coursework that was to the song A Thousand Years by Christina Perri. to analysis my media production in relation to the concept of audience i need to think of the theories that could relate such as the hypodermic needles theory, cultivation theory, reception theory and user and gratification theory.

firstly the hypodermic needle theory says that the audience that consume any type of media are passive and they get injected with medias ideology. i believe that my music video can influence others, the whole music video is about a women singing about a man and being upset that the man and her aren't together anymore. in society the women is seen to be the one who would be upset more after a break up, that possibly the man is less emotional in a relationship. the video also shows that the argument is started by the women. this could be interpreted to the passive audience that women over react in situations and possibly that makes women think they can over react in situations (but it could end bad), or for men to label women as a gender that over reacts and gets aggressive. but the ideology could be interpreted in another way that men all do something wrong in relationships and leave women hurt, so that could leave the passive audience thinking of how nasty men are in relationships. maybe both of the ways that the argument could of been interpreted could make males and females think its okay to act in that way and possibly be damaging to their future relationships.  however there is nothing in the video that could be censored as nothing that is seen in the video is thought of by society as a bad influence on a passive audience. nevertheless to add on to this theory is the two step flow theory where it believes that someone who is like an opinion leader will consume the media products (such as the 'leader' of a group of people e.g. teenage friendship group) they will interpret the music video themsleves (for example its a good music video about first love and heart break) and pass it on or filtered to a more passive audience.( the rest of the group). the passive audience then will watch the media product with the mediated interpretation from the opinion leader which will influence their opinion (so the rest have the group have the same basic thoughts about the music video).

the cultivation theory cant be applied to my music video as there is nothing in my music video that someone would have been desensitized to watch it.possibly if the audience grew up in a society where public displays of affection taking place is wrong or where a women is not allowed to be in control at any point in their relationships (such as sometimes in arranged marriages in eastern countries) the cultivation theory would take affect as the women and men is such an environment would have to be desensitized to such scenes like public affection as they would have never or rarely witnessed such a site.

also the reception theory which is that the audience is in control of what they watch, they chose what they want to watch and interpret it in their own ways. applying this to my media product i can say that this links in with the hypodermic needle theory because of the ways it can be interpreted. i do believe that my audience is capable of choosing whether this music video is suitable for them or not. if they believe it is then they will watch it. they could just interpret the music video as just something to fun watch and nothing more or that this is just a childish love music video and that its 'silly'. or the more complex ways they can look at they can relate it to their first love, how men always hurt women, how women always hurt men, how women always over react to situations and do something stupid, how women are the ones more hurt after a break up and so on because the ways in which this music video affects the audience is really up to the individual. this theory closely links into the active audience theory where they believe that the audience is from different back grounds and everyone is unique in their way so they will have different thoughts, values and experiences so as one person may love the music video another may hate it and the person that produced the media product can choose who will defiantly hate it or not they can only try and fit in a genre of music videos and assume that it will be liked by that group of people.

another theory that could be thought of that could link into my media product is the uses and gratification theory which simply states that the audience only uses media to relax and entertain themselves. they could watch specif music videos to link in with how they feel and possibly how they want to loose them selves from the 'real world' i think this theory links into my music video a lot more than other theories, the song sounds 'lovey dovey' and possibly slightly sad as its like you love someone no matter what. the audience would watch this for entertainment purposes , people could watch it if they feel upset about someone so they can relate to it. usually women would watch it as the song does try and link into how the females think and feel. or it could be for everyday purposes just wanting to watch the music video that i produced for fun and no other reason.

overall my coursework production of a music video to the song Christina Perri- A Thousand Years is not something that is out of the ordinary for a western society, that can be watched for their own benifit of relaxation and to forget about what is happening in the world. it can influence some behavior changes possibly in a younger generation audience if we assume that the audience is passive. but because that assumption cant be made as its only one theory that supports it, its more likely that the audience chose to watch the video and possibly even relate to it. in an eastern society there is possibility that what they witness in this video they might have to be desensitized to because it is not in heir culture to see such scenes.