Audience theory

When thinking about audience and how the audience effects our music video production, it is important to remember audience theories.
Below are some audience theories.

The Hypodermic Syringe
The hypodermic syringe theory suggests that mass media messages are injected straight into a passive audience which is immediately influenced by the message. This theory expresses the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message. There is no escape from the effect of the message, the population is seen as a sitting duck.
An example of this is, if you are a man and you see another man wash his car. You, in theory, should feel the need to wash your car.

There are other theories that have a different idea and oppose this view.

The Culmination Theory
The culmination theory suggests that while no one media text will have an active effect on the viewer, years and years of watching violence may make you less sensitive to violence.

Two Step Flow
The two step flow theory suggests that information from the media moves in two distinct stages. First, individuals pay attention to the mass media and recieve the message. These individuals then discuss the message and their own interpretations with others, this discussion influences people's opinions and behaviour.

Uses and Gratification Theory
The uses and gratification theory suggests that we decide what media we consume, we also expect certain things, we expect to be gratified by what we have watch. The types of gratification are:

1.Information
2.Entertainment
3.Personal identity
4.Social empathy/social personal interest
5.Escapism

This is slightly more relevant to film and television program, most music video's also contain a narrative, as ours will.