Hyperdermic Needle

Hypodermic Needle if often referred to as the syringe communication model, the theory says that the media such as when watching television the media is fired into our brains like a syringe, the theory says that we are passive meaning that we are not full aware of what we are doing or what we are subconsciously paying attention to.True examples of this is Hitler and the way he got his message across to his audience in a syringe style way where he directly got his words into the mind of the audience.
 Flow chart style
Source > Message > Mass Media > Opinion Leaders > Public
This flow shows where things happen and where the audience becomes involved, an easier to understand example of this flow is shown below
Who? > Says What? > In What Channel? > To Who? > To What Effect?
This shows how mass media plays a role in manipulating the audience, this is why adverts have become so successful as we passively don't take notice but we subconsciously pay attention in our brain and for example seeing a good advert for a film and seeing it again and thinking that you really want to go and watch it.
Is when you become fully immersed within a film an example of this is the man who killed 12 people in a movie theatre in america as he became obsessed over The Dark Knight (Batman) franchise  this is because he became fully immersed within the movie and thought that this was what he was meant to do. This could not really happen to the audience of our music video. This theory is the most sensitive as it causes many deaths worldwide there is no direct evidence that it is the direct cause of an event but it can be related to several homicides. Marilyn Manson and his music were blamed by the media for causing the homicide in a school caused by school boys who were fans of his music, he was blamed despite no evidence for his music being anything to blame as his music doesn't tell people to kill others does it?

Reception Theory

The Reception Theory is often called the Audience theory and was first coined by Hans-Robert Jauss in late 1960's but was furthered by Stuart Hall who added more to the theory in terms of key items but Hans set the foundation for this. Basically includes the audiences interpretation of a piece of media as the focus point as without the audience a piece of media texts existence is pointless. A brief intro example of this is the 9/11 disaster, we all will of interpreted this in our own specific way this is based on the media that we have seen, people will have their own theories behind it but we all understand media differently compared to others who will almost usually see it in a slightly different way.

Audience's have their own relationship with media a weird one at that, we watch something that was designed with a specific meaning by the producers but that's not always the way we will receive the media text, we will all perceive it in our own way as we are all different. The reception theory is the analysis of an audience's response to media, the theory goes into detail about reasons behind why people interpret things the way they do, it makes assumptions that people who possibly grew up in the same areas and suffered the same problems will have similar views a everyday example of this is that people who were working in the coal mines during Margaret Thatcher's term as prime-minister will not like her. The theory also says that the more closely somebodies values are to the producer's of the text the more likely they are to read the meaning of that text in that certain way. An example we can relate this to is finding a person in your school who lives near you and having more in common with them and realising you like them as a friend. The clip below shows the way people perceive things in their own way such as not being able to cry.

Blumler & Katz

Blumer and Katz is often referred to as the gratification theory, the theory revolves around the audience more than it does on the actual messages and themes behind the piece of media text itself. There are commonly two types of audience interaction Passive and Active, Blumler and Katz say that the audience take up an active role in interpreting and integrating media into our own lives. The Theory also says that we (the audience) choose what media we pay attention to to meet our own needs at that specific time an example of this is being dumped by your girlfriend and listening to a sad song.
Blumler and Katz says that we use media to meet our specific needs and gratifications needed, basically we watch media to fulfil our desire of pleasure.
 "Other examples include being at the gym and listening to a fast paced song in order to cope with our pleasure desires to be fulfilled. The theory is basically straight forward and its based on many surveys of audiences, the theory existed in the 1940's and it still used as a valid theory in today's society."

Group Blog Reflection

Its been an extremely long week, we have filmed a large part of our music video so as that just seconds remain! We have recreated close enough scenes to music videos we have looked at, and done a lot more in terms of our website creation, the group travelled to Everton park to film in a variety of key areas of the park overlooking the majestic Liverpool skyline. The images shown were put on the blog post to show evidence of filming and to show that we actually have been to these places rather than putting fake blog posts up with no evidence. We are also nearing the end of production as we have filmed just 20 seconds away from what we need but we are still updating our Blog posts regularly in order to keep our target and my own personal target of top high marks and we are very much back into the rhythm of things after our Christmas break, with thanks to our teachers Mr McCann and Miss Walsh we were able to look at things we needed to improve on our personal Blogs and our group Blogs. We were told that our group blog was close to perfect and just some slight alterations and a couple of Blog posts more would boost us up to a high grade, we have been putting a lot more meetings together and having them twice a week during our free time in sixth form and evaluating our effort into the blog posts and checking how the editing and camera work is looking.

Theories

 The Effects Debate

The effects debate has three voices that consume it these three voices are;-

People who voice their concerns without any actual evidence for what it does to the audience, people such as politicians consume this group. Basically people who say stuff along the lines off "This video game cannot be sold as it will harm the youth causing them to copy it"

Those who have actual research into media such as the positive and or negative effects from media

Those who are the subject of the study such as those who consume the media. The people who are the subjects of the study are usually children who play violent games such as GTA V. 

The effects debate is simply an overview of the 3 others located below.  


Reception Theory

Preferred is the way in which the director or producer wants you to see a film so the reader full shares the views of the director.

Negotiated response is when the audience vaguely understands the directors point of view and accepts some codes and conventions of the media.

Oppositional response is when the audience fully reject the codes and conventions presented by the director.

The reception theory is the way that you receive a music video and whether you understand it or not like the meaning behind our music video "How to save a life" people may not understand what it means or what it represents. 



Hypodermic Needle

Is when you become fully immersed within a film an example of this is the man who killed 12 people in a movie theatre in america as he became obsessed over The Dark Knight (Batman) franchise  this is because he became fully immersed within the movie and thought that this was what he was meant to do. This could not really happen to the audience of our music video. This theory is the most sensitive as it causes many deaths worldwide there is no direct evidence that it is the direct cause of an event but it can be related to several homicides. Marilyn Manson and his music were blamed by the media for causing the homicide in a school caused by school boys who were fans of his music, he was blamed despite no evidence for his music being anything to blame as his music doesn't tell people to kill others does it?

Blumler and Katz 

Focuses on what people do with media rather than what the actual media is, there are several examples of this such as reading a magazine or watching a reality TV show to escape your life for half an hour this is called Diversion. Another part of this is Personal relationship such as reading a magazine about your favourite artists in order to further your understanding of that artist. Personal Identity is a further way in why media is used such as find out a new artist we never thought we would like and researching them further and finding out we actually like them. The last part of this is surveillance which sounds rather creepy but it is actually just what we all do when we read the paper such as reading out what a music artist has done, such as Justin Bieber when he got arrested for drag racing in miami.

First Shoot Reflection

Embarrassing, the simplest word I can use to show how it felt to try and look cool during a photo-shoot. Me and the group travelled to a room that was free for use and we were able to find a technician who was able to set up a sole spot light on us and we all tried to pose in our coolest indie/rock styles but we all looked embarrassing. I don't think a modelling career is going to follow this media coursework, the style we tried to go for was limited as we did not have a budget for clothes, in a style used by the script and we were then limited by our time as we had to be finished within half an hour as a class were schedule after us. We couldn't get a group photograph at that time as there was a fault with the camera that stopped us being able to put a timer on it and there was no one else available to take that picture but once we have a picture we will upload it onto our personal blogs and the group blog.

Although the two pictures are in no way similar The Script are a well known band who use dramatic poses in photo shoots, the image on the right is meant to symbolise the sadness in the lead singer (me) due to the emotion used in the song. Each photo-shop may that be professional or amateur usually has a meaning behind e.g. a theme of what the band are trying to show such as sadness, or happiness. We are going down the road of sadness and emotion as the song we are doing a cover for is fill of emotion.

Edits and Transitions

Edits are really important in music videos as a continuous story show or continuous performance many become boring and tiring towards the audience who maybe want a little bit more entertainment or a quick break. Many music videos such as The Fray- You Found Me use these types of edits such as a birds eye view looking down on a major city or a time lapse, doing these creates an one screen visual spectacle to enjoy for the audience rather than being continuously shown the same type of camera shots from the storyline on the screen the edits like the ones mentioned make the music video look a lot more professional and makes it look as if a great deal of effort has been put into the music video making us appreciate it more.