Audience Theory

There are three important theories which we have looked at,

• The Hypodermic Needle Theory
• Two-step Flow 
• Reception Theory

The Hypodermic Needle Theory shows us that the media has a direct influence upon the audience, and we passively receive and absorb the information. 

This was developed in the 1920's so therefore our opinion is an outdated model. Also the media is blamed for our behaviour, for example: the debate about is violence in video games influencing the minds of the players when become violent themselves. 

A good point about this model is shown that there is no need for intelligence, experience and/or an opinion to be taken into account when you are receiving the information. 

The two step flow theory by Lazarsfeld and Co.  showed that the information was not directly transmitted to the audience, but through Opinion Leaders. 

The weaknesses following this theory are that we can be manipulated in a bias view of the opinion leader, this person can influence is through their opinions and views over our own views.

The strength of this shows that our opinions against the opinion leaders can trigger new ideas and views of our own for a good benefit.

The reception theory is the way in which the individual receives and interprets the text and how their individual circumstances (gender, class, age, ethnicity) affected their reading. 

Ideas for our Record Label

Record Label name ideas


Independant Records
Monument Records
Generation Records
Metamorphesis Records
Interactive Records
Empire Records
Platinum Records
City Records
Premium Records
Apocalypse Records
City Records

Out of this list of ideas for our Record Label name, We have decided that the combination of City Records and Premium Records would work well together.
This making our Record Label name: Premium City Records


Ideas of fonts:

These were some ideas of fonts we were deciding on, we liked the first font because of the use of the fully capital lettered font, however when putting it onto the background of the skyline it did not look right, this was the same case with the full lower case lettered font.
When trying out the second font we thought it mirrored the skyline effect of the background, this being the reason we did not want to use this font as it would contrast and we did not want this.

We decided on the bottom idea, but we chose to use an unbalanced look so we moved and angled some of the letters and made it into this design.

 This was the first logo idea we came up with:

This was our first attempt of our Label, We have chosen to stick with a black and white theme with our logo as well as what our production will be. 

We used the skyline to represent the city in the name with a black silhouette to show the 

main feature is the name. The name is in Grey/Silver writing to outline the idea of Premium being 'first class'.

However, when thinking about it we decided a different route would be better because when asking feedback within our classroom, as this was used as a class exercise, the feedback we were given was:

We decided to change the image slightly so we still have the silhouette in the background, however we have decided to use Typography as a way of changing our font. We have took the feedback from Helen and Connor and are going to take away a lot of the blank space which would be the sky. This is changing so that the Typography will be in the sky making the background silver/grey to form the dark image. 

Here is the first attempt at the Typography:



We like using this because the name is repeated over again, it is filling up the blank space unlike the last attempt. Also its black and white contrasting look is one which we both like for our image. 

This is our finished logo design for Premium City Records. We have used typography repeated behind the image, the use of this gives us space in the black silhouette to put a larger piece of text. (as seen below)

This is the very final piece screenshot from iMovie where we will create the music video. The effect is called "sideways drift" which means it will zoom onto the screen, slow down, and zoom off. The font is a different one from what is used in the typography. We like the colour used against the black and white as it contrasts with what we will want in the video. We used the outline of the black as it stands out better against the silhouette of the city skyline.

Post-Modernism

Today we have looked the Post-modernism theory and how we are going to apply it to our text.

Does ours use Intertextuality?
Our product refers


Does it playfully mix different genres?
No, the genre is based around Romance.

Does it mix elements of high and low culture?
The use of the Low Culture in our product shows we can celebrate this with out the use of contrasting this with the High Culture. In our product the Low Culture is presented through the idea of our main character using the public transport and the concert attended. These being the elements of low culture we have used along with the use of 'cheap alcohol' to show our culture in a negative aspect. However it is still something to be celebrated in the eyes of the post-modernists.

Does it draw attention to the way it is constructed?
Yes, our idea is basically about a girl who gets neglected by her boyfriend and goes to a concert by herself and gets drunk. The way in which it is constructed is different to the norm of a music video.

Does it exhibit fragmentation of location, era, viewpoint?
The fragment

Does it want the audience to notice and enjoy any or all of the above?


Is it playfully ironic about anything 'serious'?
No, it doesn't. Our video is one that is serious, however it is not playfully ironic. It tells a story of a heartbroken girl and how she copes with this. The seriousness of her emotions are not ons that can be played upon.

Is its style more important than its substance?
Yes, the way in which our video is filmed plays a bigger role to our production than the storyline itself.
By using certain cuts and angles for our task it will create the emotion needed from the audience to feel sympathy towards our main character.

Research into institutions

For our music video institution and record label we have decided to use a subsidiary label from a larger institution.



Example: Ed Sheeran, who we have previously looked at for a music video idea, is part of a subsidiary label named "Asylum Records" which is part of the large institution Warner music group. (WMG)

Warner music group is the home of a collection of the best-known record labels in the music industry including Asylum, Atlantic, Cordless, East West, Elektra, Nonesuch, Reprise, Rhino, Roadrunner, Rykodisc, Sire, Warner Bros. and Word, as well as Warner/Chappell Music. It is one of the worlds leading music publishers worldwide.