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Audience theories - Tradional
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The effects model:
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The effects model also known as the Hypodermic needle model states that a media product has a big effect on the media audience. It implies that the message aimed to the audience will be received fully from the audience. This audience is usaully seen as negative because as an audience we cannot control the message behind the media product. The idea of a needle is involved in this theory because the idea that producers can 'inject' media texts within their audiences. This can be seen in bobo doll experiment.
Reception theory:
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The reception theory suggests that producers of the media product encode a meaning into the text. The audiences role in the music video is to then decode this meaning.
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We can see this in different music videos because there is a meaning encoded in most videos nowadays. One example is Kodaline's video of High Hopes.
The Uses and gratifications theory:
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The Uses and gratifications model is the opposite of the effects model. In the effects model, as an audience we are passive, whereas the uses and graficatioon theory involves us as an audience. This means that we can take our own role in the video by deciding the meaning of the video. This can be seen when we decide on whether we want to share the video or whether we want to find out extra information. Audiences consume media for a variety of reasons; diversion, escapism, information, pleasure, and sexual stimulus, therefore being able to decide on whether you want to watch it or not is very handy.
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