Different Theorists and Theories

When planning both the digipak and the video, we had to bare in mind the theorist and how we could apply each relevant theory to the music video.

These theories were as followed:

Del-Sola Poole:
Is positive and believes that new media, equals a wider range of media texts and therefore globalisation is good.

Habermas:
Has a negative view and believes that new media just means that there are more ways for institutions to overwhelm audiences with stereotypes.

Tessa Perkins:
Argues that stereotypes are not all negative and about minority/less powerful groups, they are not all false and rigid. If they were this simple they would not work culturally over time.

Cultivation Theory:
Argues that television has long term effects which are small, gradual and indirect but cumulative and significant. Research looks at the mass media as a socialising agent and investigates whether television viewers come to believe the television version of reality the ore they watch it.

Hypodermic Theory:
This theory was the first attempt to explain how mass audiences might react to mass media. It suggest that the information from a text passes into the mass consciousness of the audience unmediated - reception is indifferent to identify circumstances of audience.

Laura Mulvey:
Believes the media texts often encourage the audience to objectify women and look at them with a 'male gaze'.

Andrew Goodwin:
Believes that the audience are often played in the position of a voyeur within music videos. He also believes that the use of close ups is important to help the audience appreciate the 'star persona' of the lead singer/main artist.

Richard Dyer:
Thinks that audiences want media products that offer them Utopian solutions to their problems. He also talks about star theory and how audience relate.

Blumler & Katz:
Think that audiences want media products that gratify particular needs (Uses and Gratifications Theory) e.g. in order to escape, entertainment, etc.