EVALUATION: How effective is the combination of your main product and ancillary tasks

div style="width:425px" id="__ss_12716449">EVALUATION

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THEORIES

Uses and Gratification

I am exploring the theory of McQuail, Blumler and Katz’ theory of Uses and Gratifications, the theory notes that members of the audience are not passive but take an active role in understanding and incorporating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs.
As the main protagonist of my music video is aged 18 the same age as most of my target audience they will be able to identify with her. My main product features a fictional reality (vampires) in which is highly popular in today’s culture and links with the genre rock which is the genre of my music video. This gives my target audience a reason to seek it out which gives them a sense of identity.

Genre Theory

David Chandler insists that conventional definitions of genre have a tendency to to be based on the concept that they constitute particular conventions of content such as themes or settings. These aspects are shared by texts which are regarded as belonging to them.

Therefore, it is apparent when looking at my main product it displays typical conventions of the genre of rock. The mise-en-scene of my main product is dark, with high contrast levels which give the video an edgy, supernatural feel, which is why my main product could be interpreted as a supernatural/horror/thriller, which consequently, would make my main product fall into what is called sub-genre.