Theories

Ed Sheeran – A team music video

Two Step Flow – This music video can be classes in the Two step flow idea as it is about drug use and therefore can see a mediated step within the circle. As it is move on from the Hypodermic needle we can see that audiences are becoming more active as they having to discover this music video by reading the connotations of it. However, overall it is still an obvious idea due to a lot of the imagery used within the music video.

Uses and gratifications – We can see this idea of ‘identity’ and ‘finding yourself’ is very obvious again within this music video. We watch as the leading lady goes through all these phases, trying to find what's best for her to get the money for her fix. We see the development of this character and therefore we are learning the identity from the text. Also we can see this music video is for entertainment as that it what music videos have always been about and because of this the music video needs to draw the audience in therefore and easy way of doing this is to tell a story like this music video does.

Gabrielle Aplin – Power of love

Hypodermic Needle – This music video has ideas of the Hypodermic needle as it is a basic music video with no necessary narrative being told an therefore the audience views this with a steam of consciousness, as if being fed what they are seeing. The experience or intelligence of the audience is not necessarily relevant to this music video as it does not call upon the audience in this way.

Reception- This is the concept of an active audience and how they view this music view. However above we notice that the audience is referred to as being lazy, there is still a hint of an active audience. Because the song is about love and lost love it creates a feeling within the audeinc of perhaps own experiences, by the song connecting with the audience offers the idea that the audience may perhaps want to perceive the music video in a certain light and gives them the scope to imagine it in a new light.

Nina Nesbitt - Boy

Uses and gratification – This music video has an obvious narrative between a boy and a girl having a tiff and the development of the girl and how she combats this. Therefore this is straight away seeing the idea of entertainment and cultural transmission as it is easily for the audience to relate to the music video which then creates a connection between the audience and the music video/artist. This also links to the idea of personal relationships with the emotion and interaction this can have with the audience to have the audience perceive the music video in a certain light.

Reception- This music videos has the attention of an active audience as the way relationships and emotions are formed between the text and the audience show that they are not have the information fed to them (like the hypodermic needle). With many singer songwriter conventions allows the producer to form and unspoken bond with the audience about the genre and therefore have estimations of the reception of the music video.