Theories
Genre Theory
Media text tend to fit in to specific genres, for example films can be classified as romance, comedy, horror and many more. Tv shows and Music can also be sorted into genres for example sitcom, quiz show, soap etc and rnb, pop and rap etc.
John Fiske, a media theorist stated that 'any one programme will bear the main characteristics of its genre, it it is likely to include some others'.
This is known as a 'sub-genre'. An example of this is rom-com (romantic comedy) and slasher which is a sub genre of a horror film.
In music videos i think that they are very generic, meaning they all follow one formula.
Audience Theory
'All the worlds a stage, all the men and all the women merely players'.
Some people seen media audience as being easily manipulated. Masses of people who can be persuaded to buy products through advertising or to follow corrupt leaders through propaganda.
Do you think media separates us or brings us closer together?
I think most media activities now are done alone, which separates us, such as social networking sites, mobile phones, email etc. Media such as cinema, or shows brings us closer together as you wouldn't go on your own.
Herbert Blumer 1950 - Sociologist.
Hypodermic Syringe
Media is like a syringe which injects ideas, attitudes, beliefs into audience who, as a mass audience has very little choice but to be influenced.
The Culmination Theory
One media text does not have too much effect, years and years of watching more violence, so will make you less sensitive to violence.
Two Step Flow
'Masses' will experience media individually but once discussion about what they have watched with others will influence peoples opinions / behaviours. People directly influence eachother.
Uses & Gratification
We make choices about what we want to watch & have expectations; we expect to be gratified by what we watch (beikng satisfied).
There are five different types
1. Information
2. Entertainment
3. Personal Identity
4. Social
5. Escapism
