Blumler & Katz argued that audiences are active not passive, and approach and use media products for the following reasons: diversion, personal relationships, personal identity and surveillance.
I feel that our music video covers a few of Blumlers and Katz points as to reasons why audiences approach a media product. Firstly, I feel there is a lot of diverson throughout our video. The lyrics communicate a sense of sensitivity and vunerability. e.g. "you built your wall so high, that no one could climb it".. I feel this can relate to an audience who have been hurt and are scared to let their guard down, therefore our music video helps those who feel this way and can then escape from the pressures of everyday. The relationship of lyrics to visuals is quite successful throughout, we have used a lot of close ups of both the female and male characters to show emotion. The narrative of the music video is probably something the audience can relate to, which also covers the active approach of personal relationships. The male character feels like hes not good enough for the female character and vice verca, they both ignore each other even though theres a sense of attraction but dont know how to go about it. Closer to the end of the music video the scenario gets resolved and they start to notice each other then start dating/talking etc which hopefully encourages the audience to gain confidence in the situation they may be in. Furthermore, personal identity is important to captivate the audience. Hopefully our viewers can see aspiration in the characters in our music video, we dressed them both quite casual, a typical outfit that most teens would have in their wardrobe. Boy in jeans, blazers and a branded jumper, keeping the look fashionable yet simple, then the girl in leggings, a blouse, leather jacket and wedges. Our characters were represented as quite vunerable however towards the end they do become more confident in themselves shown through shots of them laughing, talking etc. I dont feel that we covered surveillance very well in our music video as we didnt reveal much about the characters. As the male character had the main part we focussed on him the most, we only revealed the way he looks and his style through a range of shots and angles.
Focused and Ambient Audiences
David Buckingham explains that there are two types of audiences: focused audiences which deliberately watch music videos, or ambient audiences that are more likely to have the music on in the background.
Our music video accomodates for a focused audience by firstly a strong narrative. The storyline we have used of the boy and girl both feeling vunerable and scared towards each other is something our teenage audience can relate to as its quite common at that age. Ideally the context is there to multiply viewings as the narrative is something the audience will be familiar with and will then tell their friends to watch it etc. This does not only promote the video but also promotes the artist which is important in the music video. Furthermore we plan to use a clever use of effects such as colour correction and dissolving shots. We have already incorperated technical lighting into our shots which looks effective & professional, hopefully catching the viewers eye. We like to attract an ambient audience too so have incorperated some key techniques into our video. There is a strong performance throughout communicating the narrative between the two characters and we have also used quick editing by speeding up shots of the cars driving past which makes the video flash slightly accomodating for an ambient audience. Lastly we used a range of locations to shoot in such as a carpark, restaurant, street, park etc.
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