Suzanne Micael

This theory explains the ways in which the media effects what people use andinterpret media contexts to suit their needs and gratifications. As a whole, thistheory is considerably broad as it is open to individual perspectives and thoughtsto a media product. As a result, it can essentially be seen as how individuals areaffected by the media. The uses and gratifications theory is quite a popularapproach when trying to understand the mass communication. It states theaudience consume media to satisfy their physiological needs.

For instance, people listen tomusic and watch music videossuch as ‘Happy’ by PharrellWilliams, to make them feelbetter about their day. Thegeneral motif of that song isuplifting, therefore making theaudience feel good.

Goodwins theory is based on 5 aspects of music videos that audiences are madeaware of simply by viewing them. This includes; Narrative and Performance, TheStar Image, Relation of Visuals to song, Technicalities and Thought beats. Thebreakdown of music video is mostly what Goodwin focuses on, considering everydetail within the frame helps an audience identify with the song.

The Star Image, as one of the aspects this theoryanalyses, states tis vital to a music video as it mustinclude an artist that makes the entire video moreappealing and includes a unique style to the videothrough use of costume, make up and props. This isdemonstrated in many video, specifically in KatyPerrys music video for ‘California Girls’. In this video, itis made obvious she is the star even though herbackup dancers and actresses are just as well dressed.Her appearance through her use of clothing is abitmore memorable and standouts amongst the rest.

The male graze theory, concepts around the idea of how an audience viewspeople within a media context, and how they are represented. Muvleybelieves that audiences have to view characters from the aspect of aheterosexual male. Therefore, females are often sexualised to an extent.Feminists feel as though, this is portrayed by camera shots that linger onfeminine parts of the body, relegating women as objects etc. Particularly incontemporary society, the over sexualisation of women in the musicindustry is publicised in music videos today.

Miley Cyrus demonstratesthis sexualisation in hermusic video for ‘WreckingBall’, as her actionsconnote sex and her attireis very revealing.