One of theories was the 'effects model theory', which is also known as the 'hypodermic model'. The idea of this theory is that the media mainly has a negative effect on its audience; and that they are powerless and passive when taking it in. This can link back to music videos through the message and images that are being portrayed. For an example a video showing intense violence could alter the thoughts and behaviour of the media consumer, and they may want to imitate what they see. The 'hypodermic needle' aspect can link back to the audience, as they are perceived to be 'injected' with media messages that they cannot ignore. The theory has been tested through the Bobo Doll experiment. This involved young children watching adults behave violently towards a Bobo doll; which resulted in the children copying the behaviour towards the doll. This can again link back to how the audience may view something in music videos, which influences them to do the same.
In contrast the 'Uses and Gratification Model' theory by Blumler and Katz, goes against the above. This theory suggests that media consumers are in fact active, and are more than free to reject any negative messages. For an example when watching music videos, the audience can choose what messages to reject or accept. They can decide how to interpret the meanings, and make it their own. The theory states that media producers may design their texts, to appeal to the four different needs and wants that the audience may have. One of these is information. A consumer may seek out a music video for advice, curiosity, interest etc. Another is personal identity; a music video could help reinforce personal values. It may also help someone in finding role models. Social interaction may also be another aspect, in which watching a certain music video could provide a basis of conversation for those around. Adding to that it could enable people to connect with friends, family as well as society. The final reason could be entertainment; music videos could allow someone to escape from their problems. It may provide enjoyment, release from emotional stress etc.
As a class we looked at the Chase and Status music video for 'Time', which both theories can be applied to. The video is based around domestic violence in a household, through the eyes of a girl. She repeatedly witnesses her mother being beaten by her father, and decides to do something about it by alerting the police. This lands the father in jail.
Using the idea of the 'effects model' and assuming the audience are passive and powerless; the male in the video is perceived to be violent whereas the female is vulnerable. She holds the stereotype of being the 'damsel in distress'. This can be seen when the husband is denoted as beating his wife, and she is seen crying but does not have the courage to leave. This connotes that men are intimidating and dangerous, and are more dominant than women who are powerless. This links back to the 'effects model' as this idea is enforced and 'injected' into the media consumer. However there is a positive message from the video's storyline, as the husband is taken away to prison through the bravery of teenage daughter. The end of the video shows the helpline 'Refuge' which fights against domestic violence; this shows that there is help and support out there for sufferers.
In contrast the 'uses and gratification model' can also be applied to the video. This idea plays on the viewers personal identity, through reinforcing moral values. This means that when they see the domestic violence portrayed in the video; they see it as something that is not acceptable and should be stopped. If viewers can relate to the video, they may watch it for the information and advice that can be gained. For an example they be encouraged to stand up and take action on such a situation, as did the teenage daughter whilst seeking help from the 'Refuge' helpline. The daughter can be classed as a role model for the viewers. As the storyline of the video is very hard hitting, so consumers of it may use it as a basis of conversation and connecting with others.
I then independently went on to choose a music video of my choice, which I also analysed using the theories. I chose the video to protest song 'Ill Manors' by Plan B. This video is based around the 2011 London riots and includes clips from it; as well satirical images of politicians. It includes intense violence and anti-social behaviour from youths, and is supposed to mirror 'the failure to nurture disadvantaged youths' as said by Plan B.
The 'uses and gratification model' can also be put in place. With this idea the audience use the message of the music video; and agree with the intention of Plan B's message. This is that they also may feel that the youths are behaving in an anti-social manner; as they are disadvantaged and have not been as nurtured as they should be by the government. Instead of mimicking the actions of the youths, they may want to do something about it and make a positive change. The narrative of the music video is highly controversial and gripping, for this reason consumers may seek it out for entertainment purposes. In addition to that they may watch it for social interaction, and use it as a base and starting point in conversations with others around them. The message of the video can help reinforce the audiences morals and values, and think that imitating the acts of the youths does not have to be the way forward.
In my opinion I think that both theories entirely depend on the consumer receiving them. They may have stronger morals and values, and easily be able to interpret the message of music videos according to their own thoughts. They can follow the 'uses and gratification' model, as they are stronger willed than others. There can be consumers who may be weaker, hence fitting in with the 'effects' model. They may allow themselves to be manipulated by the message of the media text.
I seek out media texts (this being music videos in particular), for its entertainment purposes. I choose to interpret the message according to what I think it means. However, seeing as I engage in music videos very often, I may unknowingly be constantly taking in the 'media drug'. It is fair to say that I as well as the people around me, can easily be influenced by a media text when it involves a popular celebrity that we all admire and adore.
