Audience Theory

Linear Models
-Hypodermic syringe theory: audiences accept the messages that are 'injected' into them via the media for example my music video shows insecurity and doubt in the artists relationship through the lyrics, therefore the audience may believe that all teenage relationships are like this.
-Two step flow theory: sender-message-receiver, ideas travel from media to opinion leaders to individuals in society. (BUT what if audience are active like contemporary audience, theory is too simplistic and audience challenge readings)
-Uses and gratifications theory: expanded by Blulmer and Katz, published in 1974. People may use my music video as a diversion (escape from everyday problems) and personal relationships (using media for emotional and other interactions).

Stuart Hall
-Encoding and decoding texts: we understand codes of media as we learn to read them, media texts are constructed and have an intended or preferred reading eg, someone dressed in black is bad. Media is encoded by producers then decoded by audiences. Active audiences have a negotiated reading, partly accepting but partly giving its own reading by the audience.

Cultural Identity
-David Gauntlett: suggests that your identity is not fixed, you are shaped by the media. Audiences use media representations to check their own identity for example in my music video audiences see the painful process of life's problems and complicated relationships as the artists insecure relationship is portrayed in the music video.

Louis Althusser
-Reinforcing the values of society: individuals believe that they are free to form their own opinions and values, my music video reinforces ideas and values that are found in popular culture of promoting innocence. Individuals are interpellated, they are unconsciously controlled by those in power, audiences are manipulated.