MUSIC VIDEO THEORY

29/03/23

 The Male Gaze Theory - Laura Mulvey 

The theory is that all media products are predominately made for heterosexual-males. women are therefore wear-in tight sexualise clothing.

This conforms to the male gaze theory

The challenges the male gaze theory 

The Reception Theory- Stuart Hall

Preferred reading- audiences accept the intended messages from the producer

• audiences believe that little mix can perform magic and have the power to help people
• audiences believe that the vamps are cool, happy and can get any girl that they want  
• audiences believe that little mix can turn from nerds to chics using magic

Negotiated- audiences partly accept, partly reject the messages intended by the producer 

• audiences may not be interested in either celebrity so do not watch the video, but enjoy the music
• audiences may not like Demi Levato but enjoy the vamps music  

Oppositional reading- audiences completely reject the messages intended by the producer 

• audiences may not value little mix/the vamps
• audiences completely disagree with the stereotypical characters 
• the audience may view the band and the message cringe for little mix