Audience Theory

In beginning to evaluate my music video more deeply and analytically, I've paid close attention to a number of audience theories. 

Stuart Hall 
Hall's Reception Theory focuses on how an audience receives and interprets the intended message. The fundamental message of our video was to have two narratives side by side, a girl longing to be out of a relationship and one longing to be in a relationship. This was centrally focused on playing with the idea of 'Fantasy' as referenced in the songs title. Although we had a clear message, the way it was communicated allowed for the audience to interpret their own message. Therefore, it falls into Hall's notion of accepting the dominant reading OR the negotiated reading. 

Young and Rubican

Their psychographics places audiences into groups with labels that suggest their position in society. The audience of our music video falls largely into the category of  reformers, defined as "seeking enlightenment". 

• Freedom of restrictions and personal growth 
• Social awareness and independent judgement