Analyse one of your texts using audience theory. [25] The given text to be analysed is that of a music video.

The music video being a visual accompaniment to a given electronic/jazz musical piece. The purpose of the video straying from the fact that it was a required piece of A2 coursework is to be a visually entertaining or stimulating text to, again, accompany a given musical piece. Other purposes of the text were to highlight certain key concepts in the audiences mind (one targeted and refined) and to further provoke some more philosophical points related to society and its current functioning. The texts audience (and thus, those bound to be affected or provoked by some of the inter-textual references) is not one that would be described as being from all walks of life, it was, in a pretentious sense, designed to be more refined. From this, it can be argued that a purpose of the text (particularly the opening visuals and sounds alike) were designed to refine this audience naturally, as those that would not be interested in what the text went on to say would again, naturally, stop viewing. The texts purpose took more of an informative stance than that of a typical music video text, which simply possesses more of an entertainment value (such as social interaction or diversion.) Because of the main way the text is likely to be received, (Youtube) the interaction and experience the audience has with the text is likely to be solitary. Because of the nature of viewing things on the internet, it is far easier to reach a wider audience, but far harder to reach a wider audience that are in the same physical proximity. For instance, it would be more difficult for a group of people to crowd round a computer monitor the experience the text as an audience than it would be for a group of people to sit in front of the television as an audience and experience say a typical TV comedy or drama. This reinforces the point that the text is likely to be consumed by my audience in a very solitary fashion. This hopefully means that some of the larger and more in depth philosophical concepts the text provides (such as those of oligarchic oppression, the monotony of routine and solipsism) can be taken on board easier, rather than being laughed off or disregarded by large groups of people whom are all under the effects of social-desirability bias (changing their behaviours in order to appear normal.) Referring to the ideal domestic concept of reception for the text, it is likely that audiences who are solitary or unaffected by their contemporarys views will regard the texts meanings as being very different from audiences who arent solitary, or do hold the views of others as something to change their behaviour/receptiveness by. Despite the natural benefits of Youtube (for solitary viewing) it is also likely that the passive nature of viewing texts on Youtube does not provide audiences with enough time to get stuck into the text, meaning that as an audience they may instead flick on through seamless other texts. The preferred/dominant reading of the music video for the creator or other individuals that hold similar beliefs, is likely to be one of acceptance from the audience. Simply put, if the audience (If refined) were to be taken on board or accepted, then the purpose of the text to inform would have been fulfilled. For a texts purpose to be served is surely the preferred reading style not only for the creators of a text such as the given music video, but for the audience, as, if reinforcing their own views, could provide some sense of identity something

which Maslow cites as being important in ones self-fulfilment. A critical point of the acceptance of such concepts is in relation the Hypodermic model, clearly, for some quite advanced and developed concepts related to society and thus the viewers themselves, it is unlikely that simple operant conditioning can occur. More cognitive miser types of audiences may be conditioned into buying new hair products or a new razor, yet for one to challenge ones own beliefs on society and potentially their own importance, is not something that they can simply be taught in a Pavlovian manner. This not only goes against the claims of the Hypodermic model but also is also likely to impact on how well received the texts views are. Of course, the oppositional reading of the video/text is likely to come from the audience that is excluded. For some, delving into certain concepts beyond entertainment is something, which should not, and cannot, be done. For this sample of the overall audience, the text would not be aimed at, and would result in them generally being quite critical of anything beyond its visual components. The oppositional readers in the audience may mock the text or laugh at its pretentiousness for being outside of the general conventions of what a music video should be. On the domestic viewing platform of Youtube, where great quantities of videos are built solely for entertainment (or social-interaction) purposes rather than informative ones, it is very possible that there could be substantial oppositional readers. The negotiated way of reading a text such as the one in question (the music video) is perhaps the way the majority of the audience would choose to read it. Given the passive nature of the domestic setting they are likely to watch it in or stream it from (Youtube) it is likely that the majority of the audience will acknowledge some of the texts deeper concepts and meanings, but will prefer to remember that they are simply watching a music video on Youtube for some form of entertainment and to mainly, listen to the song. This realisation is where the negotiation is most prominent, they are recognising what the text is trying to inform the audience, but also recognising that their role as the audience shouldnt mean they are subject to whole life changes. This sort of negotiated consideration is much more logical than the very monkey see monkey do feel that the Hypodermic model suggests will occur in the presence of such texts, and in some ways, may be considered the preferred reading style for the audience, taking into account the nature of the texts creators/supporters.