The Uses & Gratifications Model

In order to evalaute our video after we've finished it, we have looked at many theories to see if our video would support and use the theory in our own work. Below is a powerpoint on a Media theory called 'The Uses & Gratifications model;

The uses & gratifications model

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The Jamie Bulger Case - Evidence for the effects model?

Potential evidence for the Effects model case is the Jamie Bulger case. Jamie Bulger was three years old when he was abducted tortured and killed by two 10 year old boys Jon Venables and Robert Thompson who was alleged to be influenced by an American film Child's Play 3 where they were said to be rein acting a scene from the film. This was rejected by the investigating panel as it was never proven that the boys actually watched the film. The film was found in the house and they were brought up from a poor upbringing which influenced their shocking acts and were deemed as the cause more than the film.

While the effects model may be present in some cases, it is often found that there are more deep external factors that cause people to behave in a certain manner. It is often seen that in more light hearted situations, others may try to behave and replicate what they see on TV in reality shows and Soap opera's but again there are no experiments and this has not been proven.

Audience Theory - The Effects Model

In order to understand the relationship between texts and audiences we looked at a few theories that explained this. The first theory we looked as was the effects model also known as the hypodermic model.

The effects model explained that media texts have an influence or effect on the audience which is usually negative. Audiences are passive and powerless to prevent this influence leaving the power with the message of the text. The hypodermic model shows us that the message in the text is like a powerful syringe that is injecting the message into the audience. It explains that the audience is powerless to resist this and is drugged, addicted, doped or duped.

There is also key evidence for the effects model;

1. The Frankfurt Model - The Frankfurt school theorised in the 1920's and 30's where the mass media acted to resist and control audiences to the benefit of corporate Nazi capitalism and government so they were injected with Nazi views and theories. This shows how the government can censor their citizens opinion with power of media where the audience is powerless to intervene.

2. The Bobo Doll Effect - The Bobo Doll experiment was a controversial experiment that apparently proved children copied violence they saw. It was conducted in 1961 by Albert Bandura as they showed a group of children a bobo doll getting beaten, they then put the children in the room with the bobo doll where a proportion of the children copied the behaviour they had seen. Many critics dismissed this theory as they explained that there is a difference between beating a bobo doll to beating a human and it explained that not all the children decided to beat the doll.

Audience Theory - The Media Theory

The Media Theory

The Media works in an ongoing cycle, firstly there is media texts which could be music videos, film, radio etc. These texts are consumed by the audience which are the public which views or listens to the texts based on their preferences. To consume these texts the audience must make a financial transaction which goes to the Media institutions who then use this money to make more texts. The media is currently in crisis due to illegal music websites and piracy which allow these texts to be seen by the audience for free meaning there is no money for the institutions to make more texts.

The Effects Model - Continued...

This week we returned to theory lessons in order to help us become more prepared when we analyse how our music video would effect our evidence positively and negatively.

We first continued our analysis of the Effects model which is still used in the modern era by politician's, some parts of the media and some religious organisations in attributing violence to the consumption of media's.

Key Examples that people argued proved the Effects Model was proven are below;

Child's Play 3 is the murder of James Bulger in 1993 -

Manhunt 2004 - Murder of Stefan Pakeerh by Warren LeBlanc

Process of making the Magazine Advert

In the process of making the music video, there were a number of steps and procedures I had to go through. Firstly, I had to pick an image from the music video to show consistency and so the band was easily recognisable.

This is the image I used as the background of the music video;

I then used Photoshop and Picnik to edit the image and used a tool to posterize the image;

I then added various iTunes and Amazon logo's as well as a quote from a tabloid newspaper to make it look more offical;

Starting the Magazine Advert

With time running out, we assigned each other individual roles and I took the role of creating the magazine advert which I used photoshop and picnik in order to create the magazine advert.

I then looked at other's previous work from years before me and identified aspects that I would include in my own work. I identified that I needed to include a picture of the band, where it would be available using such logo's such as HMV and iTunes. I also saw that I was expected to include the name of the band and a quote from a tabloid newspaper to give it a professional outlook.

Editing

Today, we started editing our footage, in order to edit we had to sync the footage and lip syncing with the music to see what works. This is a long process which may require more filming if we feel we don't have enough or the acquired footage required. We used the software Final Cut Express to edit.

Review of Filming

After beginning to edit the footage we had shot, we spotted a glaring error involving myself where in the same scene I go from wearing my cardigan to not wearing which looks peculiar and it is not explained in the video which may result us in losing marks. We plan to shoot this scene again later in the week.