Audience Behaviour

Richard Dyer's Utopian solution theory



Richard Dyer



Inadequacy	Poverty	Confusion	Exhaustion	Isolation
Solution	Abundance	Clarity	Energy	Community

This solution gives people a choice of compensation for the inadequacies in their own lives.

An example of this solution being put to use would be if we tried to do an Anti-Smoking campaign into this: there would be clear motives that we could offer based on the Dyers solution, e.g. gain money, understand the facts,gain energy, join a quiet club.

So what does this mean for our product?

We aim to offer our target audience compensation for the inadequacies in their lives. This is Richard Dyer's Utopian solution.

Andrew Goodwin's theory of Music videos



Andrew Goodwin

1. Music videos demonstrate genre characteristics. Examples include stage performances are used in metal music videos, dance routines are used in music videos for boy/girl bands, aspirations are used in Hip Hop music videos.

2.There is a relationship between lyrics and the visuals. These lyrics are represented with images. These images are often described as being illustrative, amplifying or contradictive).

3.There is a relationship between music and visuals. The tone and the atmosphere of the visual reflects that of the music.

4.The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.

5. There are frequent references to the notion of looking (screens within screens, mirrors, stages). In addition there are often voyueristic treatment of the female body.

6. There are often intertextual references of films, TV programmes, other videos etc.

This is an example of intertexuality of a TV programme being presented through music videos. The top image is a still from the music video 'Express yourself' by the british rapper Labrinth'.  In this image Labrinth is shown to be wearing an orange top and it appears as though he has been writing lines on the large black chalkboard behind him. This can be classed as intertextuality as this is very similiar to the opening of the animated american TV programme 'the Simpsons' in which Bart Simpson wears an orange shirt and constantly writes out lines on a large chalkboard.

Feminist Film theory and Audience

• Cinema reflects society.
• Therefore cinema reflects a patriarchal society.
• How does a patriarchal society manifest itself in cinema.

Erotic Desire

Mulvay argees that women have two roles in film. Both of which are used for voyueristic purposes.

• As an object of erotic desire for the characters.
• As an object of erotic desire for the audience.

The Gaze

• The 'Gaze' of the camera is the male 'gaze'.
• The male gaze is 'active', the female gaze is 'passive'.
• Within the narrative male characters direct their gaze.
• The spectator is made to identify the male 'gaze', because the camera films from the optical point of view, as well as the libidinal point of view of the male character.
• Thus there are three levels of the cinematic gaze- the character, the camera and the spectator all of which objectify the female character (the triple gaze).