Reception theory

Reception theory focuses on what people see in the media, on the meanings they produce when they interpret media texts:

• Individual response
• decode meanings
• context
• gender
• social status
• how does it fit with every day life?
• how do you watch/ share music video (and all other media)
• mood you are in when you consume the media

David morely (1980) explored the "politics of the living room" how does the media fit in with the pattern of your day?
Media can be a symbol of power in the family: E.G who holds the tv remote, no phones at the dinner table.

David morely discovered 3 main types of reading for any media text:

1.  Dominant (or hegemonic) reading. the reader shares the programmes code (It's meaning system of values , attitudes, beliefs + assumptions) and accepts the prefered reading.
2. negotiated reading. The reader partly shares the programmes code but modifies it in a way which reflects their position and intressts
3. oppositional (counter hegemonic) reader doesn't share the programmes code + rejects the preferred reading, bringing to bear an alternative frame of interpretation (e.g Feminist reading of a 'lads mag')



Effects theory

The Frankfurt School

The frankfurt school was concered with the impact of the rise of the media industries on sociaty. And over all they say that we watch tv because we have been conditioned to watch them, not because we want to.


The Hyperdermic needle model

The intention of this is to inject passive ideologies in to the mass media, this was commenly done by the nazi's when they did propaganda films such as Triumph of the will..This is happening now a days in places such as North Korea as they have been injeted with ideas such as they have won the world cup and they have landed a man on the sun, and the country believes that this is correct as the government is controlling the media and the people dont know any other way as they are brought up to believe the media.


Violence in the media

The moral majority argue that the media is to explicit sexually and violently and in some way offensive, need to be censored as it may influence the audience, issues such as porn and/or computor games allegedly damage literacy skills 

Peer reveiw for music videos (Bastille)

I'm evaluating Rachel's video of Bastille laughter lines

The genre of Bastille is Rock pop, but the song that has been chosen is a slow and sad song so the visuals that have been used in it also fit the music as they are not fast quick jerky movements, they are slow smooth and planned out very carefully which looks really good with the music video as they don't look out of place and weird with the type of music that has been chosen. So this doesn't have the usual genre characteristcis as a rock pop group will have because the song is a slow one, but there are some links shuch as the boy in the video as he has long hair and is in skinny jeans, which is a feature of the rock genre.

The lyrics also go with the actions very well as one line mentions hands being brushed agaisnt something, and this is shown when the actor brushes her hands across a bush, and also when bastille sings about been taken to your favourite place on earth and they went into and woods which had alot of nice colours and on a nice day so everything looked really nice instead of the woods being dead and not very colourful as this wouldn't look as good. In the lyrics the words hope to die are said a few times, and this is shown towards the end of the song where the boy has killed himself as he and his girlfriend have split up, this also links in with the lyrics because it says all the stories you will leave. So in this part of Goodwin's music video theory Rachel has done a very good job of linking the lyrics to the visuals.

I think that there isn't much voyeurism in the video as there is no real sexual male gaze as the song isn't a song that should be used sexually otherwise it would look strange and out of place so Rachel has decided to represent the girl differently to most music videos becasue most girls are represnted sexually but this girl looks to be in controll of everything and nothing sexual will happen to her in this video as he looks to be genuine love and not just sex that the couple start with but then they obviously grow apart. The video shows the girl is in controll as she is the one who is making the decisions when most of the time its the men who are in controll in videos such as Blurred lines by robbin thicke.

intertextuality is show by Rachel as she has taken inspriation from other bastille videos, as most of them hav a death or a crime in them and so does her video so this links in with the other bastille videos, and also the film lost highway has a car driving part on a road and this could be where she drew her inspiration from especially with david bowies soundtrack in it as well, also the bad blood album cover by bastille also has a picture of a road on the front cover