Stuart Hall

Stuart Hall identified three types of audiences reading the text:

• Dominant or preferred 
• Negotiated 
• Oppositional 

Dominant

This is where the the audience decodes the message as the producer wants them to do and agree with it. For example watching a political speech and agreeing with it. 

Negotiated

This is when the audience accepts, rejects or refines the element of the text in light of previously held views.  For example neither agreeing or disagreeing with political speech or being disinterested. 

Oppositional

Where the dominant meaning is recognised but rejected for cultural political or ideological reasons, for example total rejection of the political speech and active opposition. 

Reception Theory

Given the effects model and gratification model have there problems and limitations a different approach to audiences was developed by the academic Stuart Hall at Birmingham University in the 1970's.

This Considered how text were encoded with meaning by producers and then developed by audience.

The theory suggest :

• When a producer constructs a text it is encoded with a meaning or message that the producer wishes to convey to the audience. 
• In some instances audiences will correctly decode the messages or meaning and understand what the producers was trying to say. 
• or the audience will either reject or fail to correctly understand the message. 

More filming

Today we went out to do some extra filming including the female singer. we went filming at different angles. But because the deadline was tight we had to find a female singer as soon as possible and wasn't camera shy, and she did well as she learnt the lyrics in 10 minutes which was a plus side.

Bobo Doll - The Experiment

In the experiment children watched a video where an adult violently attacked a clown toy call bobo doll. The children were then taken to another room full of toys that they were not aloud to touch and then the same children were taken to a room will the bobo doll.

Around 88% of the children imitated the violent behavior that they had earlier viewed. Then 8 months later 40% of children reproduced the same violent behavior.

The conclusion that was reached was that children will imitate violent media text, but like all experiments there are problems with it. But still even to this day the effects model is still a dominant theory used by politicians.

Key examples:

• The film child play 3 is linked to the murder of James Bulger in 1993
• The game Manhunt in the murder of Stefan Pakeerah in 2004 by his friend Warren LeBlance
• The film Severance in 2006 caused the death of Simon Everitt 

In some cases certain films were banned in the UK to stop the crime rate. 

The Gratification Model

The uses and gratification model i the opposite of the effects model.

This basically means that the audience has the power not the producers, this theory emphasis what audiences do with the media text and why they use them.  Yet again the audience gets to choose if they want to reject what they saw or take it onboard.

Audiences therefore use media text to gratify needs for:

• Diversion
• Escapism
• Information
• Pleasure 
• Comparing relationships and lifestyles 
• Sexual stimulation 

The audience is on control and consumption of the media helps with issues such as:

• Emotional satisfaction
• Learning 
• Relaxation 
• Help with issues of personal identity 
• Help with issues of social identity
• Help with issues of aggression and violence 

Controversially the theory suggest the consumption of violent images can be helpful rather than harmful.

The theory suggest that audiences act out their violent impulses through the consumption of media violence. 

Survey Monkey Results

We used Survey Monkey to find out some thing like what people like about the music video etc. And these are the results.


What is your favourite type of music?

What is your favourite music video?

What do you look for in a music video?

Filming

Today we went out filming because our teacher said we needed more clips. so we did some more lip syncing because in our video there is too much clips of people having fun.