1. Analysing Music Videos
Audience Perspective
Lesson objective
• To apply a number of audience related theories to
consumer interest in music videos.
Starter
• Why do you watch music videos?
• What do you gain from the experience?
• What audience pleasures can be derived from
music videos?
▫ Do you already know theories about audiences that
you can share and apply to music videos?

2. Lesson Outcomes
• All will be able to explain The Effects Model
and The Uses and Gratifications Model.
• Most will be able to apply these models (broadly(
to music videos.
• Some will approach one music video and
attempt to apply both audience theories to
explain why people would want to watch it.

3. The Effects Model
Croteau, Hoynes 1997
• Consuming media texts has an effect or
influence upon the audience.
• Often this effective is considered to be
negative.
• Audience are passive and powerless to
prevent the influence.
• The power lies with the message of the text.

4. The Effects Model
or
The Hypodermic Model
• How might the metaphor
of a hypodermic needle
(and drugs) be fitting to
this model about
audiences?

5. The Effects Model
or
The Hypodermic Model
• Media messages are
injected into the audience-
the powerful, syringe-like
media.
• The audience is powerless to
resist.
• The media works like a drug
and the audience
drugged, addicted, doped
or duped.

6. The Bobo Doll Experiment
by Albert Bandura (1961)
The Bobo Doll Experiment
On your white boards, think about how
people applied The Effects Model to the
consuming of Media texts.

7. Applying to Media
• This is a dominant model attributing violence
to the consumption of media texts.
• This has wider application and people believe
there is a relationship between what is seen on
television and how this impacts or is imitated in
real life.
How could this apply
to the consumption of
music video texts?

8. The Uses and Gratifications Model
Blumler and Katz (1974)
• This is the opposite of the Effects Model.
▫ The audience is active.
▫ The audience uses the text and is not used by it.
▫ The audience uses the text for its own
gratification or pleasure.
▫ The audience has the power.
▫ The audience is free to reject, use or play with
media meanings as they see fit.

9. Key Concepts Booklet
• If you turn to page 6 of your key concepts
booklet, there is a summary of the uses and
gratifications model.
▫ Information
▫ Personal identity
▫ Social interaction
▫ Entertainment
Texts appeal to our
needs and desires and
are designed in such a
way as to appeal to us.

10. Chase and Status
Time feat. Delilah
The Effects Model Uses and Gratifications
If we are passive and powerless, how
are we forced to receive a message
from this music video?
Use an example of something that
happens in the text which complies to
the model.
•What message is injected in to
us; the powerless audience?
•What could the effect be?
Information
Personal Identity
Social Interaction
Entertainment
How does the music video appeal to a
consumers needs and desires?
Consider the circumstances in the video;
how might a message be conveyed which an
audience may choose to retain.

11. Homework
• Decide on a music video to apply these models to
next lesson.
Next lesson;
• Summarise the theories
• Discuss these theories in relation to the group
video (Chase and Status)
• Apply the audience theories to video you decide
on for homework.