Audience Theory & Music videos

The media has a profound impact on our society, whether we know it or not. We are constantly absorbing media either consciously or unconsciously as we are overloaded by various media texts. Media has been known to influence nations and is still doing so today.

Although media may have positively affected a multitude of people and is pivotal in our every day lives it can however be corrupt and is known to reinforce negative values and stereotypes. One way in which the mass media has been criticized is with the over-sexualisation of women. This is particularly common in the music industry. On multiple occasions there have been controversies around the way music artists reinforce negative stereotypes over-sexualising women. For example, Robin Thicke's music video for the song 'Blurred lines' which seemed to endorse and glorify rape whilst over sexualising women in the music video which featured three nude women and three fully clothed men which appeared to be loving life whilst singing and dancing to the misogynistic tune. Another video which also came under heavy criticism was Anaconda by Nicki Minaj which objectified herself as well as other women through her provocative dancing whilst featuring other  handily clad women. Similar to this Miley Cyrus also came under fire after releasing her 2013 single Wrecking Ball.

There are numerous theories on how the media affects audiences. I will specifically be focusing on how music videos may influence an audience.

One theory is the hypodermic needle theory. This theory was initially created in the Frankfurt school in Germany which researched the effect the media specifically Nazi propaganda and the implication it had on audiences. This study essentially states that the media directly influences opinions and actions of a passive audience. This is arguably why the media was so efficient as a means of indoctrination in World War Two where many civilians were manipulated into believing Jewish people are evil and that German Aryans are the supreme race.

A modern day example of this is the way in which audiences often mimic dances and actions within music videos. For example, Silento's Watch Me (whip/nae nae) created a craze in which millions of people jumped on board whilst they performed his notorious dance move the whip & nae nae. Although this is admittedly less severe then the thousands indoctrinated by the Nazi's the hypodermic needle theory still can be applied.

Another concept is Maslow's Hierarchy of Needs. This is the idea that there are a variety of needs in which a human is motivated to obtain. These needs are often portrayed in the form of a pyramid. It included the hardest and most highly valued needs at the top and the more basic natural needs at the bottom. There a 5 platforms to the pyramid, them being: Physiological, Safety, Love/belonging, Esteem and at the top self actualization. Despite the fact that this theory is predominately used just to state what needs one desires it can also be applied to music videos.

For example, many pop and mainstream songs often focus on Love/belonging platform in which themes of friendship and relationship are a recurring theme eg Justin Bieber's Sorry and Love yourself. Other music videos might belong to the platform of Esteem which focus' on prestige and a feeling of accomplishment such as Miley Cyrus' - We can't stop. The genre in which I have chosen (Punk/Rock) often floats between Esteem and Love/Belonging.

The Two Step Flow Theory is the idea that there are two stages to the consumption of a media text. Firstly there is the trend setter which are opinion leaders in which others look up too, this could be someone popular or perhaps a celebrity eg Kanye West,  Taylor Swift, Beyonce among others. The second step is someone copying that trend setter. For example, in the context of music videos, Stormzy a (renowned grime artist) is repeatably seen wearing Adidas in his music videos such as 'Shut up' and 'Big for your Boots' this thereby influences the audience as they are likely to adopt his fashion sense and buy more Adidas branded clothing.

Vladimir Propp (Applied to AS Level opening sequence)

APPLYING PROPP

My AS film was a hybrid of a horror, thriller and post - apocalyptic. The plot of my film is that the world has fallen into a state of decay and it appears that our protagonist is the only human alive on earth. Our protagonist has a background of mystery and awakens in a prison jumpsuit having lost all knowledge of his former self and what has become of the world. Throughout the film the protagonist tries to find answers whilst trying to survive in the treacherous, disease ravaged, dystopian nightmare of which he has awoken to.

The film was told in a linear fashion with the opening sequence being used to set the mood/tone of the movie by inducing a sense of fear and vulnerability to the main character in order to create a larger character arc showing the audience how far the protagonist/ hero has progressed throughout the movie.

Propp suggests narrative is driven by eight characters such as the hero, the villain, the prize/princess etc.  In my film the hero is Mike and he is clearly shown as this by means of screen time and POV shots. This allows the audience to sympathise with him and fear for his safety. He is also shown to be athletic which is often a trait of heroes as he is shown sprinting away from the sinister being through the use of a long shot.

Similarly my opening sequence also introduces the villain which is done by means of soundtrack using a gradual increase in the volume of the music slowly increasing the tension and subliminally telling the audience who the villain is.  The villain was also established through the use of jump scares and fast paced editing when the protagonist was in danger as the unknown sinister creature pursued him.

 After analysing many of Russia’s folk tales Propp identified common themes and 31 common elements which form the structure of stories.  My film opening introduces the plot and as such it meets Propp’s delivery code.  It does this as the villain seeks and receives the information of the whereabouts of the hero and attempts to track down the protagonist.

Vladimir Propp

Narrative is how stories are told.

In the linear and non linear ways

linear - Chronological

Non - linear - Flashbacks

Vladimir Propp:

Studied folk tales and proposed theories (31 functions & 8 character roles)

8 character roles:

Hero: Seeks something

Villain: Opposes the hero

Donor: Helps the hero, magical object

Dispatcher: Sends the hero on his/her way

False hero: Falsely assumes the role of a hero

Helper: Gives support to help the hero

Princess: The reward for the hero

Princess' father

A modern day example of this is Shrek:

Shrek

Lord Farquad

Fairy tale creatures that take over Shrek's house

Robin Hood

Donkey

Fiona

Fiona's father (Shrek 2)

Beasts of No Nation

Beasts of No Nation

(2015)

Independent Film

Production Companies: Princess Grace Foundation, Red Crown Productions, Participant media

Budget: £6,000,000 (estimated)

Niche audience

Released simultaneously in 29 theatres (limited release) as well as globally on Netflix

Starred Idris Elba

Netflix bought the worldwide distribution rights for £12,000,000

Premiered October 16th on Netflix

Adapted from a novel

Was advertised on billboards

 

Doc Martin: Regional Analysis

Camera:

High Angle - when Doc martin leaves the room. This indicates the way Doc Martin was speaking down to the two Cornish plumbers.

Fast paced editing - Symbolises Doc Martin's frantic state representing him as out of place and uncomfortable in the situation he is in.


Sound:
Dialogue - "You need to eat" represents Cornish people as caring.
"No charge" This piece of dialogue represents the different attitudes of Londoners and Cornish people.
(Plummer)"Go with the flow" This represents the laid back attitude of the Cornish.
(Yong plumber) "Dad, not that one!" This represents the younger generation of Cornish people as more intelligent than the elderly.
Soundtrack: Comedic music used in order to represent how Doc Martin is out of place.
Soundbridge - A soundbridge is used before Doc Martin enters the police department whilst dropping off a dog. He encounters a police officer hoovering the department floor. This represents the police force of Cornwall as unoccupied, and quiet.


Mise en Scene:
Body language - (Doc Martin) has his arms folded standing above the two Cornish plumbers. His body language suggests that he is uptight and serious.
Facial Expression: The two plumbers are smiling & laughing whilst attempting to fix Doc Martins sink. This highlights the laid - back humorous attitude of the Cornish people.
Doc Martin's facial expression shows that he is surprised at the leniency of the older Cornish plumber after he states that the plumbing job is "no charge".
Costume: The older plumber is shown wearing a beanie had throughout the extract which is a stereotypical image of the Cornish community.
Props - Whilst fixing Doc Martin's sink the two plumbers appear to be enjoying tea & biscuits outlining the lazy and sociable mannerisms which have been represented so far from the extract.


Editing:
Reaction Shot - A reaction shot is used which shows Doc Martins surprise when the plumber tells the Doc that the plumbing job would be "no charge"
Shot-reverse-shot: A shot-reverse-shot is used in order to represent the conflicting attitudes of the two separate ways of life. One being Doc Martins uptight, frantic way of living and the other being the plumbers laid-back, incompetent lifestyle.
Eye-line match: An eye-line match is used before Doc Martin approaches the breaching dog. The eye-line match indicates the way the Doc systematically approaches problems as he looks for the cause of the havoc he has found himself in and confronts the problem. The Cornish people on the other hand however, do not see any cause for the Doc to be frantic. Almost as if the Cornish community are used to dogs invading their homes. They all stay calm and have a laugh whereas Doc Martin is running around in panic whilst ordering people about.

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