The Effects Model:
This model believes that the consumption of media texts has an effect or influence upon the audience and is normally considered that this effect is negative. Audiences are passive and powerless to prevent the influence, the power lies with the message of the text.
Gratifications Model:
This is the opposite of the effects model whereby the audience is active and uses the text and is not used by it. The audience uses the text for its own gratification or pleasure; here the power lays with the audience not the producers.
Reception Theory:
This considered how texts were encoded with meaning by producers and then decoded (understood) by the audience.
Audiences and Audience Theory:
Suture is an element of one of the audience’s theory.
Suture:
Classical Hollywood narrative and editing and music 'sutures' or positions the audience in certain ways making only one preferred reading possible, however unconscious the audience is of that position.
Why have I studied these?
The reason why I have studied these theories is so that I can now look at my music video and test these theories against it and see first whether my video contains them and whether the theories are accurate or not and how effective they are.
