Theories (Hammond).

John Hartley

• Create a relationship with the audience
• Understand what the audience want
• Understand both points of view

Music video- For our music video we created an audience profile that was based on a real person that would like the type of music that we chose. We also poke to people were interested in that type of music and asked what type of things they wanted to see, for example the type of costume.

Music magazine- Looked up the same type of music and look at what people in those audience wanted and saw what they like and so then i could relate the style of my magazine to it.


Julian McDougal (2009)

• Difficult to define specific audience.

Music video- People have a prefered type of genre of music and how they like they to come across, however everyone is different and so like different things within a music video. I tried please all the type of people that i spoke to in order for there to be something that appealed to everyone.

Music magazine- Again with this i wasnt setting out to a specific age, i was at a range of ages between 16-30 so it wasnt neccersarily spacific. I tried to please people of all ages and abilities of music.


McQuail (1972)

• Changing niche

Ien Ang (1991)

• More sub categories

Hypodermic theory

• Injects ideas into audiences heads- not necessarily in a bad way

Music video- i would say that this theory relates well to my music video as i didnt have the female come acoss sexy or suductive to a male audeince. i had her come across as a powerful yhet vunerable girl so it injected the idea of that women have feelings and not all of them need to sing in tight clothes with lots of makeup.

Music magazine- i didnt so much try to inject ideas into the audeinces head it was more to do with giving them information about music and bands and things. i didnt necercarilly portray people to inject ideas as i left it up to the audeinces interpreations and what they thought so my music magazine does not relate to this theory.


Pluralistic (active) theory

• Own interpretation

Music video- this also relates to my music video as i have a story line to go with it and then what the story is, or the problem that the singer is running away from the audeince can decide and interperate it themselves.

Music magazine-



Uses and gratification theory

• escapism, relationship, and surveillance