Media Theory | Research

There are multiple different media theories that can linked to music videos that would be helpful when creating our own video.

Two - Step Flow Model

This was originally suggested by Katz and Lazarsfeld and they said that the media produces messages to send to an audience, however these created messages don't directly affect the audience or their perceptions of the music video. The messages that are sent out by the media are promoted to an audience through opinion leaders and these opinions can be develop biased opinions on other peoples comments. The opinion leaders are given messages by the media and they lead other people by using the word of mouth method to make the audience believe the opinion leader's statements. This is the two-step process.

Hypodermic Syringe Model

One of the main media theories, where there's an idea of the media injecting ideas into the audience's minds like they are being brainwashed with these ideas. This suggests a direct passing of information from the sender to the audience which then suggests that messages are injected to the audience without any realisation of it actually happening. This shows that they are immediately influenced by the messages being injected into their brains. This highlights that impact and the power the media has over the mass of audience.

Uses and Gratifications Theory

This theory argues the facts that an audience has a set of needs and requirements that are fulfilled through the media texts. There are multiple uses of media which include diversion from social interaction and integration, reality, and personal identity from other people and information. The theory suggests that the media gratifies the audiences needs and we look for the media products we want, which shows the power of the consumers.

The Male Gaze

This theory is mainly based on music videos and the use of camera angles in the eye of the heterosexual male. This includes sexualisation of women through the camera by wearing revealing outfits and promoting them by making them seem 'sexy' and appealing to a male audience. This theory can be used in the opposite gender as well by making the male characters look 'sexy' and strongly built to please the female gaze.