Applying audience theory to my A2 coursework

The majority of the audience for my music video is young females. I believe that this particular audience can aspire to be like Taylor Swift who is a down-to-earth female who sings songs that the audience can relate to as they are at a similar age.

The desensitisation theory is the concept that audiences are non-reactive or insensitive to a media text. We become desensitised due to the the repetition of the media. However, this theory does not support my music video. The aim of my video's affect on the audience is to make them feel emotional about their upbringing and is meant to send the message to appreciate what we have. The audience won't look at the theory and physically react, but it will bring out emotion and make them sensitive to watching the video.

The cultivation theory is the idea that TV has a dominant impact on an audiences real-life experiences, and mainly a negative affect. George Gerbner theorised that heavy viewers of the media see the world as a dangerous place because 80% of material is violent and racist. Again, my music video does not link with this theory because it does not portray the world as a dangerous environment. The music video instead implies how wonderful life is and sends a message how we take it for granted. The actress is seen outside in different locations, which indicates how the 'outside' world is safe.