Gratification Model

• It is clear that there is any link between the consumption of violent media texts and violent imitative behaviour.
• It is also clear blue theory is flawed in that many people do watch violent texts and appear not to be influenced.
• In doing so another theory is created - this is known as 'The Use & Gratification Model'.

The Uses & Gratification Model

The theory is opposite to the the:

• Effects Model
• The audience is active
• The audience uses the text and is NOT used by it.
• The audience uses the textfor it's own gratification or pleasure.

Here the power lies with the audience NOT procedures.

• The theory emphasises what audience do with media texts/
• How and why they use them?

Audiences therefore use media texts to gratify needs for:

• Diversion
• Escapism
• Information
• Pleasure
• Compare relationships and lifestyle ones own.
• Sexual stiulation

Audience is in control and consumption of the media helps people with issues such as:

• Learning
• Emotional satisfaction
• Relaxation
• Issues of personal identity
• Issues of social identity
• Issues of agression and violence

• Contriversailly the theory sugguests that the consumption of violent imagescan be helpful rather thanharmful.
• Audiences also act out the impulses and release the feelings through the consumption of media violence.
  
  
  
  Audience inclination towards violence is therfore sublimated, and thay are less likely to commit violent acts.

The Effects/Hypodermic Model

*This is related to the Audience Theory*

Effects Model

• Consumption of media text has an effect/influence the audience.
• Negative effect
• Audiences are powerless (can not help) to prevent the influence. *Passive*
• The power lies in the message of the text - no matter what we can't do nothing about it

Hypodermic Model

• Messages in media texts are *injected* into the audience by the powerful, *syringe0like* media.
• Audience is powerless to resist.
• Media works like a drug and th audience isdrugged, addicted or duped (fooled).

Evidence Of Effects Model - Bobo Doll Experiment

Contriversal piece of research that children copy violent behaviour conduted in 1961 by Albert Bandura.


In conlusion the experiment demonstrated how children will imitatae violent media content. Many problems with the experiment:

1. What do you think are the flaws with the moethodology?
2. Does it indeed prove that children imitate violent media content?

Key Examples of Media Texts that contribute to violence include:

• Childs Play 3 - viloence projected/shown in the murder of James Bulger in 1993
  
  
• Manhunt - resulted to the muder of Stefan Pakeerah in 2004 by friend Warren LeBlanc.
• A Clockwork Orange (1971) in a number of rapes and violent attacks.
• Servance (2006) murder of Simon Everitt.

In each case it was found that NO case could be proven to demonstrate a link between the text and the violent acts.

Changes

There have been alterations made to my video due to disagreements within the group. Previous band member and dancer Maureen has left . As a result I have decided to have only three memebers within the group and three backing dancers. It happened to Destinys Child and it happened to me, I actually feel privilegde!

In addition I have also decided not to use the skate park as one of my locations. This is due to the fact that the weather conditions have bhanged since my initial ideas and have got worse.

Any other changes made to the video will be posted.

Rehearsal 2 - The Gym Scene

I was looking so forward to the next rehearsal but then it goes pear shaped when we are told that the booking we have made has been canceled and we have to wait until 4pm. In order to kill time we decided to go over the dance moves as well as the verses the dancers will be singing.

We were so excited to begin shooting the video. Our first scence of the video is located in a dance studio. It is so perfect for my video and I cant wait for it to be all over. In order to ensure that I get the right shot I have asked the dancers to repeat the actions so that I can get different shots in different angles. This therefore allows me to choose from range of different clips.

Rehearsal 1 - Lets Get It Started

'Let's Get It Started' by Black Eyed Peas.

Our first rehearsal was hetic but we got there in the end. To make it easier I sent the dancers and singers the track via their mobiles. In addtion I gave them a copy of the lyrics so that they could learn the words. Patience one of the dancers really likes the song and was able to pick up the words easy. As we got going, everyone was able to sing along.

After a while I decided that it would be a good idea to allow each individual dancer to add a single dance move into the music video. Although some difficulties had risen through this process due to the fact that some people were unable to meet the dance move changes were made we came together with a good dance sequence.

Our dancer include Patience, Shaunica, Dionne and Maureen.

Stage 5 - Live Shows

Here is where we start to do the making of the music video. Im sure this will be the videos of all videos. I hope it makes the charts of Music Videos of Robert Clack Media. Throughout the 'Live Show' process I will provide you with rehearsal videos and pictures of the bands progress. So stayed tuned and watch out for the up and coming video of 4Flavas - Untouchable.

Audience Theory

The three theories of audiences tha we can apply to helps us come to a better understanding about the relationship between texta and audience.

• Effects Model or Hypodermic Model
• Uses and Gratifications Model
• Reception Theory

Questions to Consider

1. Why do audiences choose to consume certain text?
2. How do they consume texts?
3. What happens when they consume texts?