The Cultivation theory is a social theory which explores the long term effects of media. The main point of the cultivation theory explains that the more time people spend "living" in the on screen world, the more likely they're to believe the "social reality" portrayed on screen rather than in the real world." Cultivation leaves people with a misperception of what is true in our world.Cultivation theory overall suggests that long term exposure to media "cultivates" viewers' perceptions of reality.
Hypodermic Needle theory
The Hypodermic Needle theory suggests that the mass media could influence a large group of people by ‘injecting’ them with messages designed to trigger a desired response which can have a direct, immediate and powerful effect on its audiences and they will absorb all of the intended information, unknowingly believe anything they see. Andrew Goodwin's theory
Andrew Goodwin has identified 7 key features in music videos, including - relationships between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics, relationships between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music, genre-related style and iconography present, multiple close-ups of the main artist or vocalist, male gaze/scantily clad often plays a major part, especially in relation to females and Intertextual references to other media texts may be present.Male Gaze Theory
The male gaze theory by Laura Mulvey suggests that the audience are put in a position where they view things from the perspective a heterosexual male, music videos and films are constantly focus on women’s curves and events that happen to them are portrayed from a male angle.I have looked at different theories to get a better understanding of what is commonly seen generically in music videos so that we can use these when creating and filming our own video.
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