Reception theory in relation to planning our music video

This is a prezi presentation, explaining how the Reception Theory will influence planning our music video.

Reception theory;

Stuart Hall's reception theory;

This considers how texts could be encoded with meaning, placed their by producers with the expectation that they will be decoded by audiences.

• Producers construct a text that is encoded with a message or meaning,
• Audiences either correctly decode the message and understand what the producer is trying to say,
• Or they reject/fail to interpret the message correctly. 

There are three types of audience decoding; 

• Dominant of preferred - as the producer wants,
• Negotiated - audience accepts, rejects of refines elements of the text,
• Oppositional - dominant meaning is recognised but rejected. 

In conclusion, reception theory attempts to explain the ways in which an audience views the text and it's meaning. 

Uses and gratification theory in relation to my music video.

This is my prezi presentation;

Uses and gratification theory.

McQuail's uses and gratifications theory.

 

Information;

To gain a sense of security through knowledge,

Satisfying curiosity and general interest.

 

 

Personal identity;

Identifying with others

Finding reinforcement for personal values.

 

 

Integration and social;

Finding a basis for conversation and social interaction

Having a substitute for real-life conversation.

 

Entertainment;

Getting intrinsic cultural or aesthetic enjoyment.

Feminism in Music Videos.

The representation of women in music videos is an important issue for many people, and since the development of the music video, has been a main focus for many feminists.
Feminist, Laura Mulvey, explained how woman are presented in three ways;

• How men look at women,
• How women look at women,
• How women look at themselves.

She also says how the audience is often forced to 'view' characters through the perspective of a heterosexual male. This is done through camera angles, often focusing on a woman's body, and by creating content that largely displays a mans reactions to events that happen to the female.
Mulvey explains that women are all too often relegated to the status of objects.

This video is a good example of how women are often over-sexualised and objectified. The focus of the females dancing, and her curves by using low angles and close ups can be seen to be degrading. This is enhanced by the fact there is a lot of use of high angle shots on the males, making them appear to be the more powerful people.

However, this is all just in the audiences perception, and in some ways can link to John Friske's theory that genre's reflect zeitgeist. In 2005 when this video was released, representation of sexualisation was accepted, and in some ways still is. Comparing this videos to other, such as Sir Mix A lot's 'Baby got Back' video, shows that objectification of women within music videos could be something that reflects popular opinion of people at that time, as Laura Mulvey produced her theory in 1987 when it was less accepted.