Music Video Flashcards
gratification theory
the reason why we watch/play the things we do
2 types of audiences
passive (viewing but not engaging), active (viewing and engaging)
4 types of uses of gratification theory
Surveillance, diversion/escapism, personal relationships, personal identity
surveillance
use media to gain a greater understanding of the world around us and our place in it.
diversion/escapism
use media to escape from the dull world
personal relationships
forming connections with other people via shared interests
personal identity
identifying with certain types of music or tribes
experimental
creating a video with unique ideas that capture a bizzare version of reality
narrative
a story or concept taking place within the video
amplification
takes an extract from song and centres the theme or idea of the video around idea
illustration
the video illustrates the actions within the song
disjunctive
a video that has no relationships to themes or lyrics of the song
preferred reading
the audience responds exactly the way the media producer wants them to
negotiated reading
where the audience comprimises between the producers intented reading and their own opinions and preferred reading of media text
oppositional/resistant readings
the audience rejects the meaning or intended reading of the media product
