Storyboard

this is the storyboard laying out our ideas for our video

Shot schedule

Audience Reception Theory

Audiences receive and respond to texts very differently, the different effects generate varied responses.

It is a way to categorise and group together different audience (consumer) interpretations.

Audience reception=way we react

 Stuart Hall 1973

Producers encode meaning/ideology into texts, which audiences decode

Audiences are active in their interpretations and can accept/reject the producers message.

Encode:meaning, ideology

Decode;understand, interpret

Texts can be decoded by body language to understand emotions/ relationships

They have multiple meanings and can be decoded in various ways. the messengers can mean something different to different people

Preferred reading- audiences agree and accept what the producers are encoding.

Negotiated reading- audiences partially agree with the decoded messages.

Oppositional reading- audiences reject/disagree or decode the text differently.

Developed by David Morley

Managers encode artists with specific ideology this is ultimately to increase financial gain.

Target audience will always have a preferred reading. They accept all messages and decode the text in the way it was intended.

usually the secondary audience will decode a negotiated reading.

Parents/audience who hate the music genre will have an oppositional reading.

Purpose of a music video

Promotional
Extension of income
Extension of outlets(music channel, direct dvd, CD sales)
Synergy

Promotional
Advertisement
Illustrates the song
Appeals to visual audience
Expresses an individuals emotions
Tells a story
markets an image
Creates a brand

A "successful" music video would be Michael Jacksons 'Thriller' in 2006 it was listed as the most successful music video by the guinness book of world records. in 2009 the video was inducted into the national film registry of the library of congress, the first music video ever to achieve this honour.



Another example would be Stan by Eminem

This is a rather extreme example, the 'protagonist' Stan wants nothing more than to be like his idol Eminem to the point of styling his hair the same way and disliking his own name.
he continues to write fan mail to Eminem though due to bad luck the mail never reaches his idol and it starts to drive Stan to the point of suicide and taking his partner with him.

"Hurt" by Johnny Cash is quite the emotional example as well.


Both Cash and his wife were in poor health at the time of filming and June Cash would pass away three months after filming with Johnny following seven months after filming.
the way he sings the lyrics lets you know that he knows his time is up which is what gives this song such an impact, making it possibly the saddest music video to exist.