The hypodermic needle theory

•  The Theory is all about the mass media and how they send a message to their audience. Then its how the audience take in the messages they are been shown. What is it? 
• The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences. • It is said that, much like a needle, there is a powerful and direct flow of information from the sender to the receiver and by ‘injecting’ them with appropriate messages designed to trigger a desired response. • The theory suggests that the mass media could influence a very large group of people directly In more detail… 
• The mass media in the 1940s and 1950s were perceived as a powerful influence on behavior change. Several factors contributed to this "strong effects" theory of communication, including: • The fast rise and popularization of radio and television • The emergence of the persuasion industries, such as advertising and propaganda. In more detail… 
•  The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message. It now expresses the view that the media is a dangerous means of communicating an idea because the audience is powerless to resist the impact of the message. People are seen as passive and are seen as having a lot media material "shot" at them. In more detail… 
• The theory started in the 1930’s when this theory was strong in the sense that the mass media could share their ideology to a large audience. • This was due to the fact that compared to now-a-days, there were only a couple of channels so near enough everybody was watching the same channel and the mass media’s messages and ideology were ‘injected’ into a large audience. • This theory is now not as effective as it was back then – but still can be applied to some show of which a mass media are going to be watching such as the X-Factor. • Television has been developed massively which means we have 100’s of channels to choose from which makes it less likely that everyone will be watching the same show all at the same time – which is exactly why this theory has become less effective.

Genre Theory

‘Genre’ is a critical tool that helps us study texts and audience responses to texts by dividing them into categories based on common elements. 

As Daniel Chandler (2001) said, the word genre is from the French (and originally Latin) word for 'kind' or 'class' so we put media texts into groups depending on the their kind and class. 

All of these genres contain sub-genres, which are simple genres within the main genre. They are divided up into more specific categories that allow audiences to identify them specifically by their familiar and what become recognisable characteristics. (Barry Keith Grant,1995)

However, Steve Neale (1995) stresses that “genres are not ‘systems’ they are processes of systematization” – i.e. They are dynamic and evolve over time. 

Generic Characteristics across all texts share similar elements of the below depending on the medium...

•Typical Mise-en-scène/Visual style (iconography, props,

set design, lighting, temporal and geographic location,

costume, shot types, camera angles, special effects).

•Typical types of Narrative (plots, historical setting, set pieces).

•Generic Types, i.e. typical characters. 

•Typical studios/production companies.

•Typical Personnel (directors, producers, actors, stars, auteurs etc.).

•Typical Sound Design (sound design, dialogue, music, sound effects).

•Typical Editing Style.

•KEY: Important elements, less important elements, elements of minimal importance.

Questionare

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Videos that influence me while doing my own video

Conventions Of Form & Genre

House music is a genre of electronic dance music, the instruments used within this industry are as followed; 
Drum machine,personal, computer,sampler, sequencer,synthesizer,turntables and keyboards, this is because its an electronic type of music that gets people going and more upbeat to your standard hip hop music. the type of clothing that are associated with this type of music are things like skinny jeans, long line t-shirts, snap backs, high tops, things like that. on the other hand if i was to compare House music to Heavy metal they would be in comparison with two totally different inner qualities, such as the heavy metal fashion would be totally different for example they would be wearing long black leather jackets and black clothing skater shoes, plenty of piercings and things like that. the instruments that are used in heavy metal compared are different; heavy metal use things such as: Electric guitar, bass guitar,drums, vocals, keyboards, this is so they can get a heavier, higher volume towards the crowd, this is there way of getting the crowd going. the cinematography within the house music videos fluctuate from the crowd to the artist, this is so you get the effect that the crowd is getting pumped up. 
 
 

What makes a good music video?

A good music video will include things such as;

• A good narrative giving the audience chance to realise what the song is about easier.
• good actors who are willing to perform to the best of their ability to make your music video look good.
• the music video linking to the genre to show that you know what genre you are working with, for example heavy metal you will see dark things/black, this would also include things such as drums guitars and long hair.
• fashion takes a big impact within the music video as you will have to have a smart/correct appearance towards the video's genre.

Chosen Song

Initial Ideas for Music Video

Narrative

Narrative

Basically within the music video, black widow, the story line is based in an American diner which features 2 ladies and 1 man, this is because the man is extremely rude and disrespectful, within this he is wearing his American cowboy boots and he steps on a black widowed spider, this then gets into an argument which ends up with the waitress getting stick, she then goes in the kitchen to cook him a better sandwich, this then leaves her day dreaming about her and Rita Ora going out to kill the man as he’s been disrespectful on both of their parts, this shows us that he is the antagonist and the two ladies (Iggy Azalea and Rita Ora) who are the protagonists, this is shown as they are black widows on the hunt to kill the man.  They have a set amount of targets to do this and how long they have to do it.

They’re wearing a body suit to connote that they’re super heroes and they’re out to kill the bad guy insinuating the guy at the start who kills a black widow and treats the two girls like muck on the floor. The antagonist character is the male because of how he acts throughout the music video; the protagonist is the two ladies who are out to kill the bad guy.

The story takes place in a real world, like an everyday lifestyle with real scenarios so it makes the music video look real and the narrative look real. The first part of the music video looks real then we get interrupted by Iggy having a dream of what she would do if she was a superhero, she would go out and kill the bad guy, the dream does not look that real but is put there as an effect. Todarov,1977  tells us that the video goes in stages… the stages are as followed, stage one is where everything takes place as where in reality which would be 2 people going into an American diner, and getting service by the waitress. Stage two is as followed as there is a disruption within the clip; this is where she has a dream that she is going to be a superhero. Stage 3 following the dream would be that she gets action involved within the dream, this is where they’re playing cards and Rita kicks the guy off his chair this is also when they find out that the targets the guy. Stage four is where they defeat the bad guy and become successful, and stage five is where she comes back into reality and knows where she is as this is where stage one left off. Kate Domaille (2001) says that every story ever told can be fitted into one of eight narrative types. Now the black widow is fitted into the Candide: The indomitable hero who cannot be put down, this is where the two lady superheroes are that skilled and have so much skill that they will never be killed as

you saw at the end when the guy had a gun and they had swords and they still had a way to defeat him.