Reception Theory

Stuart Hall came up with the reception theory. This considered how text were encoded with meaning by producers and then decoded (understood) by audiences. For an example, a director may try to get across a meaning of a song. The audience may interpret the song in a different way.
The reception theory is based on the idea that there is no single meaning for any text. It focuses on what people see in the media and the meanings they produce. It says that messages from media texts can have a particular meaning.

The Effects Model/ The Hypodermic model.

The effects model gives an explanation of what happens to an individual in terms of their behaviour as a result of their consumption of the mass media. The model shows is thought to have a negative effect on individuals. The model indoctrinates in audience making them powerless and passiive. The audience  would be figuratively poisoned by the message of the text. An example of this is rap music. Rap music supports this theory as many people argue that listening to rap music can lead to the individual becoming very violent and going against the police.

In relation to my music video the effects model would determine that people that listen to it or watch it will miss their girlfriend or want to break up with them because this is the message it would send to the audience in the viewpoint of the effects model.

A true to life example is with the video game grand theft auto. Through this violent game of people killing each other this this lead to a murder case because of the message of violence the video game gives.

Props which may be used

I will have people on there skateboards in the opening of the music video. I will also make it in slow motion to add effect and emphasis right from the start.





The Phone will be used for when the boy and the girl are taking pictures together, when he gets a text message from her and at the end when he sends a text back to her saying the title of the song "tonight I let you go".

The car will be used for the boy driving it and also singing. There will also be multiple times the video will cut to the boy driving the car during the opening of the music video.

There will be multiple times the music video will cut to a scene of the boy singing. The microphone and stand will add realness the the video.

The guitar and the drums will be used to fit in with the sound of the music. In simpler terms, the song involves musical instraments such as drums and guitars.

Feedback from Rough Cut of Music Video

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