"All the world's a stage and the mean and the women are merely players." As the audience we can be manipulated and can be persuaded to buy products or follow corrupt leaders through propaganda. The question is whether or not this brings us together. On one hand when we listen to CDs and go to the cinema we become part of a mass audience. However at the same time we are very different because we are separated by space and sometimes time.
THE HYPODERMIC SYRINGE
The media is like a syringe which injects ideas, attitudes and beliefs into the audience who as a powerless mass, have little choice but to accept. For example a person might watch something violent and then may do something violent. If you are a woman who's watching a woman washing up on television, you will feel a subconscious need to go and do it yourself. If you are a man watches a woman doing the washing up on television then you will expect the woman to do the washing up.
On the other hand there are theories which oppose this view.
THE CULMINATION THEORY
One media text does not have too much of an effect and influence but years and years of watching violence will make you less sensitive to violence.
TWO STEP FLOW
Another argument suggests that the masses will experience the media individuality but then they will discuss what they have watched with others and it is the discussion which can then influence people's opinions and behaviour.
USES AND GRATIFICATION THEORY
We make the choices about what we watch, we also have certain expectations, we expect to be gratified by what we have watched. The types are as followed...
- Information
- Entertainment
- Personal identity
- Social empathy/social personal interest
- Escapism
This may be more relevant to a short film project, however in our music video there will still be a strong element of narrative and despite the fact we are using song, we have chosen a song which tells a very clear story from start to finish.
No comments:
Post a Comment