The message for our audience

In this blog I will be discussing audience theory and how it comes into play with our media production. Theorist David Morley found that people from different social backgrounds, occupations and surroundings receive media texts differently. This proved in the 'nationwide' project study of the encoding/ decoding model.

We took this under consideration when editing and filming our product. Our 'encoding' (production of the message) was for people to feel happy and familiar with the video meaning they can relate it to there own lives and happiness surrounding it. However the 'decoding' (how the audience interprets this message) we worried could be completely different to what we intended.

There are a particular three set of ways a reader can receive a media text, this being known as reception theory.

1. Oppositional - the disagreement of the message and rejection of it

2. Negotiated - Slightly altered view between a yes/ no agreement of the message

3. Dominant - The message is fully accepted

During a class-room showcase featuring all my co-students and teachers, our group received a mostly positive response of dominant feedback. This therefore helped us understand and accept our video is heading in the right direction of achieving the encoding and decoding that we anticipated.

Representation

In our music video, we are mainly focusing on youth representation as both characters the video is based around are young females. We wanted to reinforce the stereotype which the media mainly based within the news produce that youth are violent, involved with alcohol and drugs, and overall having antisocial behaviour.  Instead we wanted to represent young people as happy and care-free, appreciative of life and the beauty surrounding them. Even though they are shown to be having fun, it is in no way shown to be unacceptable behaviour, instead just a normal part of growing up.

We also only intended on representing the female gender, as we felt most EDM videos majority of the time only focus on men.

What does the music video represent?

The main focus behind the video is spreading love, we wanted to put together footage which we felt represented life as bright and exciting. This done with the help of enhanced lighting and quick paced shots.We wanted to show how even the most basic images represent beauty and that the world around us if filled with love. These clips particularly from the music video show the vibrancy we are intending to show: