Audience Theory and the Music Video

Two areas and focuses on the effects of media on individuals:

''Hypodermic Syringe Model'', which presents ''The Media'' as a drug that we take and then act as expected: consume.
This model links to the ''Sit Back and Be Told'' theory of David Gauntlett, where the audience has no chance of offering feedback.

Lasswell's formula:
Who?>>>>>Says What?>>>>> In Which Channel?>>>>>To Whom?>>>>>Whith What Effect?

Oppisite idea- enables us to involve in the media.
''Uses and Gratification theory'' - active use of what the media offers.

The media meets the needs of the individual in 4 ways:

1. Diversion: A form of escaping from your everyday lives, even for a short period of time, into someone else's, more interesting, life-style.
2. Personal Relationships: The viewer gains companionship, either with the television characters or through conversations, about the media, with other people.
3. Personal Identity: The viewer is able to compare their life with the lifes of characters and the sItuations on TV.
4. Surveillance: Where the media are looked upon for a supply of information about what is happening in the world.

Some theorists believe that the severityof the problems walking hand in hand with the influence of the media on individuals is overated and we have become mor selective when choosing on what to spend out time. We have grown up from the ''Sit back and be told'' state of mind and started to respond and engare in the media more frequently.