Research: Ideology

Messages and values:
Every music video have messages and values within the narrative/performance. This is so that the audience can relate to what they see/hear, which makes the video more enjoyable to watch.
The messages and values that we are pushing at our audience are the message of being able to forget problem, going out with friends and enjoying yourself. The values of friendship and males and females being equal are shown in the lyrics and in the original music video as both genders are captures together and enjoying each others company. The values for our music video will be similar as the lyrics of the song include repeated lines of, "all the boys all the girls". This shows that, not only one gender can go out and have fun, but they both can, and they can do it together. This shows equality of the sexes. 
The lyrics are based around music. The line, "a good beat never hurts no-one", for me, sends messages that music is friendly, and can keep anyone out of trouble. This relates back to having fun, and being with friends, without doing anything you shouldn't. Overall, the lyrics to this song send positive ideologies, which is what we are aiming to do. Our brand image of our artist matches to the ideologies of the song (fun, sexy, young etc.) so we are sticking to the dominant ideologies of society.

These ideologies link within our genre of music video, because in typical pop music videos, they are known to create an icon that people can look up to and get inspired by. Therefor their image is usually a positive one. This reflects in their music videos which are aimed at young people. 


With our target audience being young people, we are hoping they will pick up and notice the ideologies that our music video will present. To this day, young people are seen to be a generation of misbehaving (taking drugs, vandalising, sex etc.) but for all of young people this isn't true. Therefor our video will hopefully show a positive side to young people, where they are having fun, without any negative aspects. This fits in well with the lyrics of the song. 


Stuart Hall's Reception Theory:

Extending the concept of an active audience still further, in the 1980s and 1990s a lot of work was done on the way individuals received and interpreted a text, and how their individual circumstances (gender, class, age, ethnicity) affected their reading.

This work was based on Stuart Hall's encoding/decoding model of the relationship between text and audience - the text is encoded by the producer, and decoded by the reader, and there may be major differences between two different readings of the same code. However, by using recognised codes and conventions, and by drawing upon audience expectations relating to aspects such as genre and use of stars, the producers can position the audience and thus create a certain amount of agreement on what the code means. This is known as a preferred reading.




Victoria Webb