Audience Theory

The Effects Model; Mediums that have an effect on their audience. The audience is passively absorbing information and injected with an influence they cannot resist.

With our video I believe the audience may have been influenced by feelings of empathy and can passively absorbed the music and pleasant mise en scene. 

Reception Theory;
Preferred/Dominant Reading: I think the dominant reading of our video is that the audience appreciates the video on two levels. The physical appearance of our artist, appreciating her beauty and talent and the pleasant aspirational surroundings. The audience then sees the narrative and is left with feelings of empathy for our female actor, and may be reflected of their own relationships. 

Negotiated Reading: Although the audience can appreciate our video represents a sad story and may empathise with the narrative, they may also have conflicting opinions that the story is very simplistic and lacks realism. The repetitive nature of some of the scenes may appear to highlight the fake quality. 

Oppositional Reading: An oppositional view of our video would regard it to be amateurish and evoking no emotion. The storyline may be seen to be so simple it is not captivating at all, and could be seen to follow a predictable pattern to other videos of the same genre.

The Uses and Gratification Model; The belief that the audience is active and receives gratification from the viewing of mediums. They are provided with escapism, diversion, pleasure, and in some cases, information.

I think a way this model can apply to our video, is with the concept that the combination of music and narrative can provide the audience with feelings of pleasure and escapism. By becoming absorbed by the simple narrative and catchy tune of our video, they may be able to temporarily forget about issues in their own life, find the tune uplifting and may even be reminded their own life isn't so bad e.g. they're in a happy relationship. The smiling and friendly face of our artists may even provided hope for an audience, as they see her strong response to the bad situation and aspire to be the same.