Media Theory

 

There are various media theories that can be linked to music videos, including...

Two-step flow model

This was suggested by Katz and Lazarsfeld and they say that the media produces these 'messages' to send to an audience, however the messages don't directly affect the audience or their perceptions. The messages sent out by the media are mediated to an audience through opinion leaders, opinions can develop massed on other peoples comments. This is a two-step process, the opinion leaders are given messages by the media and they 'lead' others by using word of mouth, where an audience will believe the opinion leaders' statements.

Hypodermic syringe model

One of the main media theories, with the idea that the media 'injects' ideas into the audience's mind, like they are brainwashing them. This model suggests a direct passing of information from the sender to the audience, suggesting that messages are injected into the members of a passive audience without any realisation, so they are immediately influenced by said message. This shows that the media can have a powerful effect on an audience. 
 

Uses and gratifications theory

This theory argues that an audience has a set of needs and requirements that are fulfilled through media texts. There are different 'uses' of the media, including diversion from social interaction and integration, reality, personal identity from other people and information.  The theory suggests that the media gratifies the audiences needs and we seek different media products that we want, showing the power of consumers.
 

The male gaze

This theory is mainly based on music videos and the use of camera work in the eye of the heterosexual male. Includes sexualisation of women through the camera by wearing revealing outfits, as well as promoting them by making them 'sexy' and appealing to a male audience.