The Uses and Gratifications Model

It is still unclear that there is any link between the consumption of voilent media texts and voilent imitative behaviour. It is also clear the theory is flawed in that many people do watch voilent texts and appear not to be influenced.

Therefore there is a new theory is needed called the use and gratifactions model. It is opposite of the Effects Model the audience. The audience are now active rather than passive. The audience uses text and not used by it. The audiece uses the text for its own gratification or pleasure. Here the power lies with the audience and not the producers. This theory emphasises what audiences do with media texts, how and why they use them.

Far from being duped by the media, the audience is free to reject, use or play with the media meanings as they see fit. Audiences therefore use media texts to gratify needs for:
Diversion
Esapism
Information
Pleasure
Comparing relationships and lifestyles with one's own.
Sexual Stimulation

Helps people with issues such as
Learning
Emotional Satisfaction
Relaxation
Help with issues of personal identity
Help with issues of social identity

Controversially the theory suggests the consumption of violent images can be helpful rather than harfmul. The theory suggests that audiences act out their violent impulses through the consumption of media violence. The audience's inclination towards voilence is therefore sublimated, and they are less likely to commit violent acts.

Actors and Actresses

I am pleased to say that i do have people that will be able to film in my music video and will only need about three people in the music video. I myself may appear in the music video and have a cameo for a particular scene in the video that effects what happens to the couple. It is likely that i will only be able to do filming on the weekends as the people that i have to film in the music video are not with Robert Clack School.

Ideas for Music Video

After receving the permission to use the song "Tonight I let you go" by the colours i am pleased to say that i already have ideas for music video. The video will be about a guy and a girl and their difficulties and in the video you will see their problems. The problems will get to such a point that they cant take the man cant take it anymore and is ready to let her go. By next week i should be ready to start my storyboard but im still struggling to find the right place to film it all.

Good News

I am pleased to say that i got a reply back from the colours and they have given me the rights to use the song for my music video. They said that all they want is for me to send them the final copy of my work to make sure that no commercial use is present in my video. I will begin to my ideas on the music video quickly and get filming as soon as possible.

The email can be veiwed here:

Found a new song

Due to the other artists Silent Saturdays did not reply back to email i had to quickly look for a new song and i was able to find on again from www.unsigned.com and found the band The Colours. They are a band from Reading and the song is called "Tonight i let you go" i have already sent them an email asking for their request that i can use this song for my video hopefully they'll reply back and let me use it. The email can be viewed here:
http://uk.mc236.mail.yahoo.com/mc/showFolder?&.rand=44043340&&abnumadded=1&abnames=&abids=16777228#_pg=showMessage&sMid=0&fid=Sent&filterBy=&.rand=303252809&midIndex=0&mid=1_10476_AC5z%2BFcAAPSJStTQ5gzM6k%2BrLok&f=1&m=1_10476_AC5z%2BFcAAPSJStTQ5gzM6k%2BrLok,1_176_AC1z%2BFcAAV7FSscYywsQXhIs8Mo,1_514_AC1z%2BFcAAB%2FfSrj19ATQR1C0YR4,1_877_AC1z%2BFcAAHMBSrEBrgsCymga908,1_1192_ADiwktkAAEC2SOUR2w0eknShIvQ,1_1512_ADewktkAAHpVSOPElAwqljnNh8k,&sort=date&order=down&startMid=0&pSize=25&hash=1e7c62f01641432ae277649520e8772d&.jsrand=4284356


The song can be viewed here http://www.unsigned.com/thecolours

Bad news

It looks like the Silent Saturdays have not replied back to my emails (which i find strange seeing as myspace told me that they had read my email) so it looks like i am going to look for a new song i have already been look again on the unsigned website and i hope to find one by the end of the week.

Are we effected by the meida text?

For many years there have been questions on wheter we the audience are influenced by what we see in the media, there has been cases where we the audience have been claimed to act out crimes related to something that we have seen in the media. The murder of a 2 year old boy James Burglar caused controversy he was killed by two boys Jon Venables and Robert Thompson who were claimed to have watched the film Childs Play 3 and acted out scenes from the film on James Burglar. However there was no real evidence that they had even watched the film so are we affected by the media text?

Albert Bandura tried to prove that there was a link between the media and the audience, that we are infulenced by what we see in the media. In 1961 Bandura conducted an experiment to prove that there was a link, he took children into a play room where there was a a toy set, a mallet, and an inflatable Bobo doll.The child would watch a video of an adult agressively hitting a doll and the experimenter would see if the child would act out these actions.Before leaving the room, the experimenter explained to the child that the toys in the adult corner were only for the adult to play with. The footage showed the kids hitting the doll agressively with a hammer non stop and thats it thats the proof right?

Many believe that the theory lacked realism as it was a doll they had to it and a doll is seeing by many as something to hit and nothing else. Another critism is that the weapons the child was left with a mallet and toy gun as these are weapons that can only be used for hitting things with. Although the bobo doll experiement is seen as proof when certain acts such as the James Burglar case occur it is still seen by many an being unreliable. Many have since tried to prove that there is a link between the two but have not found any luck till this very day so can it be proved? I guess not yet but the bobo doll experiement can be viewed here:

Audience Theory

In audience theory there are three topic to focus when talking about audience theory text, audience and institution. We the audience consume the text that is made from the instution. The instution is kept running because we pay to view the text for example going to the cinema to watch a film costs money. The cycle for the audience theory can be viewed here.













The theory suggests that the consumption of media texts effects us the audience. The audience is influenced, sometimes to replicate what we have consumed. This is known as the Hypodermic Syringe Model. Here we the audience are passive and the images of the text are injected directly to the brain and we the audience are powerless to resist.