Theories
LAURA MULVEY’S MALE GAZE THEORYThe concept of gaze is one that deals with how an audience views the people are presented. She believed that in film audiences have to ‘view’ characters from the perspective of a heterosexual male.
Features:
- Camera lingers on female body using slow motion, deliberate camera movements and cut away
- Downgrades women to the status of objects
- Puts the viewer in the eyes of a male
ANDREW GOODWIN’S IDEAS ON NARATIVE, PERFORMANCE AND CONCEPT VIDEOSPerformance based:
- Video includes performance of the artist as part of the video
- Band and singers are shown in order to create a real performance for the viewer
Narrative based:- Tells a story either that features in the lyrics or is suggested in the lyrics
- Can be like a mini film with a beginning, middle and end
- It can even suggest some links to a story
- Promotes a film with clips from the film including telling a story
Concept based:
- Based around a single idea or concept and are usually unusual or obscure even surreal for an audience. The unusual content is an attraction to many consumers, which draws them in
- Successful concept video will keep the audience entertained and constantly looking at what or who is on the screen
There are two types of concept based theories – thematic and symbolic
Thematic:
- Lots of common themes in music videos
- Depends on the genre of music
- For example, rap contains street scenes whereas pop videos include dance routines
Symbolic:
- Contains loads of symbols to build up meaning
- For example, grave yard means death
- Use of montage (loads of images to create meaning sometimes often contradictory
- Lighting used to suggest a mood
- Fast pace – often a few seconds per shot to build up meanings
- Pictures can support or contradict the lyrics.
Features:
- Camera lingers on female body using slow motion, deliberate camera movements and cut away
- Downgrades women to the status of objects
- Puts the viewer in the eyes of a male
ANDREW GOODWIN’S IDEAS ON NARATIVE, PERFORMANCE AND CONCEPT VIDEOSPerformance based:
- Video includes performance of the artist as part of the video
- Band and singers are shown in order to create a real performance for the viewer
Narrative based:- Tells a story either that features in the lyrics or is suggested in the lyrics
- Can be like a mini film with a beginning, middle and end
- It can even suggest some links to a story
- Promotes a film with clips from the film including telling a story
Concept based:
- Based around a single idea or concept and are usually unusual or obscure even surreal for an audience. The unusual content is an attraction to many consumers, which draws them in
- Successful concept video will keep the audience entertained and constantly looking at what or who is on the screen
There are two types of concept based theories – thematic and symbolic
Thematic:
- Lots of common themes in music videos
- Depends on the genre of music
- For example, rap contains street scenes whereas pop videos include dance routines
Symbolic:
- Contains loads of symbols to build up meaning
- For example, grave yard means death
- Use of montage (loads of images to create meaning sometimes often contradictory
- Lighting used to suggest a mood
- Fast pace – often a few seconds per shot to build up meanings
- Pictures can support or contradict the lyrics.
THE EFFECTS MODEL, CROTEAU, HOYNES – 1997/HYPERDERMIC SYRINGE MODELHyperdermic syringe is the idea that the media is like a drug that audiences become addicted too.
The consumption of media has an effect or influence upon the audience, which is normally considered a negative effect. Audiences are passive and powerless to prevent/stop the influence and the power lies within the message of the media.
The idea states that messages are injected into the audience by the powerful, syringe-like. The audience is powerless to resist and therefore, the media works like a drug and the audience is drugged, addicted or doped.
USES AND GRATIFICATIONS MODEL – BLUMER AND KATZ – 1974
(OPPOSITE OF THE EFFECTS MODEL)“how and why audiences use the media”The choices which people make are motivated by the desire to satisfy (or ‘gratify’) a range of needs. Hence the uses and gratifications approach is concerned to identify how people use the media to gratify their needs.
The audience is active meaning that the audience uses the media for its own pleasure/gratification. In this theory the power lies within the audience rather than the media itself.
The consumption of media has an effect or influence upon the audience, which is normally considered a negative effect. Audiences are passive and powerless to prevent/stop the influence and the power lies within the message of the media.
The idea states that messages are injected into the audience by the powerful, syringe-like. The audience is powerless to resist and therefore, the media works like a drug and the audience is drugged, addicted or doped.
USES AND GRATIFICATIONS MODEL – BLUMER AND KATZ – 1974
(OPPOSITE OF THE EFFECTS MODEL)“how and why audiences use the media”The choices which people make are motivated by the desire to satisfy (or ‘gratify’) a range of needs. Hence the uses and gratifications approach is concerned to identify how people use the media to gratify their needs.
The audience is active meaning that the audience uses the media for its own pleasure/gratification. In this theory the power lies within the audience rather than the media itself.
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