What do audiences 'get' out of watching music videos?

In our lesson we learnt about the beliefs from both Blumler, lazarfeld and Katz's and the 'Media effects model' during the 1950's. Both differ extensively and contradict the effects that any source of media can have on someone. For instance Blumer, Lazarfeld and Katz's 'uses and gratifications' state that media has positive effects on the audience as it makes them active, meaning it gets the audience inspired and ready to commit and do something. Where as the 'media effects model' states that audience members become passive when becoming involved in media. An example of this is that video games make audience members lazy and it is a health issue as they become consumed in the lifestyle of the game rather then their own real life.

Looking further into what audiences get out of watching music videos there are two specific and key beliefs and terms that Blumler, Lazarfeld and Katz believe in. These being:

1. Diversion- which is almost a way to escape from a 'mundane reality'. This can be used in a music video when a celebrity lifestyle is used to represent what the audience member could have, which is a more glamorous and exciting world.
2. Personal relations- describes the relationships which are built between the artist and the audience. This can be shown with the use of backstage footage to make us feel as if we are invited in and are allowed to be apart of their true self and life. 

Music videos:

OG 'you guessed it'

The artist used direct address to look into the camera, which appears as looking into the audience. This invites us into to their video and their life as we feel close to the artist with the extended use of a close-up, as this camera shot shows the detail and how close the audience member is to the artist in proxemity. This closeness makes us feel as if we are with them. This is using the 'personal relationship' theory.

The artist themselves and the song is quite emotional, they represent the emotions of anger, which show them as being rebellious, which many people can relate to, therefore they can relate to the artist. This rebellious emotion also allows the audience to escape and become angry as well, to be expressive of their emotions, this links to the diversion theory of escapism.

The backstage footage use of the hotel room and the elevator creates this lifestyle that people can relate to, as the elevator itself is not glamorous therefore many people are witnessing their real life and personal life, which is creating a relationship between the artist and viewer. 

The use of the handheld camera and the setting of the hotel room creates this theme of action, excitement and a glamorous lifestyle that the artist has, this allows the audience to enjoy the narrative of the video and become involved and escape to this amazing lifestyle. It creates a narrative of an after party that the viewer is invited to, they feel as if they have the inside scoop of the artists lifestyle outside the life that we see in pictures, which makes us feel special.

Disclosure 'grab her'

In this video it carefully depicts the comedy that the viewer can enjoy, which in itself makes the music video more fun and interesting for them to watch. The use of mise- en- scene and props and more importantly the car and the work place environment is something that any audience member an relate to. In fact in the video they almost 'mock' the stereotypical workplace and make it funny, they are initially doing what every worker wants to do but can't. So there is a relationship that has formed through this as the the viewer can relate to wanting to do the things that are done in the music video and they are also invited to escape into the more exciting world that they wish to do.

The technical aspects used in this video create something different, not a 'normal' video. By being creative, innovative and making something surreal the audience can be inspired to do the same after watching the video and it will carry on to interest them. This rebellious behaviour that is shown actually in the video and within the process of making the video makes it interesting to watch and creates a shared value between the viewer and artist.

Hyuna 'Red' 

The use of Mise-en-scene and lights flashing creates this almost 'celebrity' and 'hollywood' themed life which is again using diversion to allow the viewer to escape to a better life then they have. 

A reoccurring theme used in this video is the 'female sensuality' of the artist. This is created through the use of close ups on the artists breasts and crotch and the use of the banana as a prop would symbolise the male anatomy. This interests the male perspective within the artists audience as it objectifies her as a sex object.

The use of the revealing costumes and sexual choreography also has an effect on the interest of the male audience members. However it also interests the female audience members as they will be interested, stereotypically, in comparing their body with the artists which creates a different relationship with the artist then a male would with the artist.

The slow motion has this similar effect within the video as the video begins to include this technical aspect when she bends down or dances, emphasising her female figure and body. These different technical aspects used all show the same theme of a 'sex symbol' and this is used because stereotypically teens are interested in sexual discovery, girls will aspire to be like her and men will aspire to be with her.

Taylor swift 'Blank space'

The first noticeable thing is that the male actor picked to play Taylor Swifts love interest is attractive therefore this is enjoyable to watch from a female perspective because its a man that they enjoy the look of and could relate to Taylor Swifts wants and needs to be in a relationship with this man.

This video definitely fits within Swift's target audience of 'teens' as the video is all about relationships. For instance Taylor swift appears to be crying in one particular scene, which is something that any viewer can relate to and it also makes us feel sympathy towards her as an artist and we build a relationship with her within the music video because she appears weak and human, which is likeable and we feel sympathy for her.

The technical aspect of Mise-en-scene and props is used drastically in the video to create a celebrity and wealthy setting. For instance the mansion, cars and horses show her expensive and extraordinary lifestyle which as a viewer exemplifies this belief in 'diversion' as we are interested in living like this artist appears to live like in this video, therefore we are immersed and fully concentrated on this video.

The use of the horses almost acquires a 'fairytale' theme that her teen audience members can relate to and be interested in a world that is adventurous and unreal. Where as the older audience member will be able to understand the narrative and belief that Swift is trying to tell the older audience members about love and romance. Which is that sometimes relationships don't always end up like a fairytale. By using this Swift is passing her knowledge onto others and sharing her beliefs which creates a relationship between the viewer and artist.