Audience ~ Music Videos (BM&STY)

Audience ~ Music Video (BM&STY)

Demographic - Age, Gender, Race, Ethnicity,  Location, Spending power

Name                                                 Target Audience Little Mix 'black magic'                           - Girls aged between 12-16: UK + America    Little Mix 'black magic'                           - Mixed Ethnicities Little Mix 'black magic'                           - All racesLittle Mix 'black magic'                           - Parents pay for Album/ Merch/ Tour tickets Little Mix 'black magic'                           - Can access for free, parents pay for devices 

The vamps  'somebody to you'                 - Girls aged between 12-16: UK + America The vamps  'somebody to you'                 - White ethnicities The vamps  'somebody to you'                 - whites racesThe vamps  'somebody to you'                 - parents pay for Album/ March/ Tour tickets The vamps  'somebody to you'                 - can access online for free, parents pay for devices                                                   

Name                                 Social = Cultural differences        Audience Interpretation


Little Mix 'Black Magic'       -May want to change fashion choice     Excluded?
Little Mix 'Black Magic        - Some may have been bullies              To stop being bullied                                                                                                                               
                                                                                                   you have to dress in a                                                                                                                                       
                                                                                                   sexual way

Little Mix 'Black Magic'       - May be in love/fancy someone           Negative. You have to           
                                                                                                   change                                   


Little Mix 'Black Magic'       - May be popular                                  Portrayed as stuck up
Little Mix 'Black Magic       - May be a geek                                    Portrayed as weirdos
Little Mix 'Black Magic       -May have a parent who is a teacher     Portrayed as boring 

                                             
The Vamps 'Somebody
 To You'                              -People who go to beaches          Relate to messages within
                                                                                        the video, agree with messages
The Vamps 'Somebody      
                  To You'          -Girls in bikinis on a beach                 Pressure of body image
The Vamps 'Somebody     
                  To You'          - Mixed races, only white in video     Excluded as not shown 
The Vamps 'Somebody      
                  To You'          -Girls getting attention of boys         Only way to get boys
         
                                                                                             attention is dress in                 

                                                                                           revealing clothes


                                                                                               

The Reception Theory By Stuart Hall 

Preferred reading: Audiences accept the intended messages from the producer. 
-Audience believe that Little Mix can perform magic and have power to help people. 
-Audiences believe that The Vamps are cool, happy and can get any girl they want to. 

Negotiated reading: Audience partly accept, partly reject message intended by producer. 
-Audiences may not be interested in either celebrity so do not watch the video,but enjoy the music. 

Oppositional: Audience completely reject, the messages intended by the producer.
-Audience may not value Little Mix/The Vamps                                                                                                                   

Notes

Little Mix - Directed at 12-16 yr old girls. Inspired by Little Mix. Confidence + power 
Personality: Geek to popular// Change their outfit based on the rep of the regular group 

The Vamps- Having fun
The girls in music video: dress to impress, body image, all heterosexual

How do audiences use music videos to construct their identity? 

Answer

The target audience for the videos Little Mix 'Black Magic' (B.M) and The Vamps 'Somebody to you' (S.T.Y) are for girls aged 12-16 who may construct there identity from the  music videos. In B.M the artists are shown as worhtless towards the start of the video which can reflect on 'geeks' in real life and how they are shownin real life as weak however they then use there magic to change to 'popular' characters who are portrayed as having more dominance  which may make the audience think that even though popular girls aren't portrayed to be nice its better to be one for the power. The personality of the artists dramatically change when the outfits are changed from preppy and weird to revealing and trendy which reflects on the style that you have to wear to be cool. 

As the vamps have the same target audience (girls aged 12-16) the girls in the video could be used to construct their identity. For example, the girls on the beach are all wearing bikinis with a skinny figure. The audience may fall under the pressure of body image and the idea of the 'perfect body', producing a negative representation.


How does the Audience interpret the representation within music video?


In 'Somebody To You' music video the audience could interpret the video as only inclusive of white heterosexuals, this conforms to the dominant representation that white people are all powerful.Some may interpret this with a oppositional reading, just rejecting the message and not really taking any care in it whatsoever.

However in Little Mix music video the representation is inclusive of all races, religions and ethnicities. The cast and the band is made up of a mixture of races and ethnicities. The whole cast have equal roles no matter what race or ethnicity so this neglects the white dominance and the stereotype that they are most powerful.