Audience Theory

The Cultural Studies Approach to Audience:
Morley suggests that audiences are not just passively affected by media, that they actively take part. His approach attempts to understand the intended effects of media, Morley states that different audiences adopt different standpoints in relation to the values expressed in media. The different standpoints are:
Preferred - the audience recognise the values being offered and accept them as being natural and correct.
Negotiated - the audience recognise the values as legitimate and accept them in general but adapt their reading to fit with there experiences.
Oppositional - the audience understand the values but disagrees with them and rejects them.

Ideally we would like our audience to look at our music video in a preferred way, in order to achieve this we will make the rich man look like the bad guy by emphasising the idea that his is having an affair with the clowns girlfriend which subsequently affects the clowns performance. The affair will be made obvious by showing its progression throughout the music for example they go to coffee, give and receive presents and go for a meal; all of this happens while the clown is getting gradually more upset. Also he will be dressed in a black suit which will make him appear sinister and not to be trusted. Close ups of the clowns reaction and expression while he is getting more upset will create a sense of empathy for the audience. Hopefully our video will inspire the audience to take the side of the underdog, however there will enevitabley be those who take a negotiated or oppositional standpoint.