Fragmented audience (Ang)

Ang believes that now we have so much new technology we watch different things at different times. I truly agree with this and I think that with our music video we have done it so that the audience who use the media 2.0 will be-able to watch our video and publicise it through that. Sharing it through interactive websites would increase the population of our audience and our specific niche audience would watch our text at the same place but by being on different web sites. For example; some one could be on face-book and they would get a link shared onto their wall and they could get taken to the video on you-tube through there.

The Cultural Studies Approach (Morley)

Our text could be read in a few different ways. Firstly it could be oppositional reading so that the audience understands the values in the text, so in this situation they see the text as being real life like. As this what happens with teenagers but then they would choose to disagree and reject them as it could be taken as being bad influence towards others. Through binge drinking and getting merry.
In another view the audience see's this as the values being natural and correct. 'The preferred reading' As this is what happens to young girls going out and having a good time. showing the truth behind what they get up too. Its not always bad and so they will be seeing the fun natural side towards having a good time and going out and getting merry with your girlfriends.

Theory: Media 2.0 and audience

A music video can become a hit through you-tube (media 2.0) as the more its viewed the more it gets noticed and so on the home page of you-tube it would come up as 'most viewed' and that way it would get more views as people would know that viewers have watched it.
Through the internet the link of the video can be passed around many a ways; facebook, twitter, you-tube, advertisement. The way I want to pass a link onto my friends is when I see a good video on you-tube i post the link onto their face-book wall so that everyone can see it. This way the video gets more views and people are interested because I publicised it.
I think this would happen to our music video as many people would want to watch it and so it would be posted on facebook and hopefully would get many views.

Uses and Gratification theory (McQuail)

According the the theory from McQuail the audience consume media texts to fulfil particular needs. Within our music video I feel that we see 'Escapism' when the audience are being entertained and so feel relaxed because there is a show being put on for them.
Also I feel that we see 'Surveillance' as we see what happens when teenagers go out and go drinking and partying. So people who are not used to this see what's happening in the world that they don't really see much of.

Intended effect towards the audience

After watching the music video I want the audience to feel that they want to be like the cast. AS the girls would be dressed up in glamorous outfits and they will be made out to look like they have an amazing life style and so i feel that the audience should have a reaction of wanting to be like the girls in the video.
As our target audience are teenage girls aged 15-20 they will look up to the girls on the video and would want to be influenced by them, dress like them and party like them. We want the whole idea to be so that they would be jealous and idolize them. As so do we when we watch processional music videos with girl groups and even individual artists.