Research: Ideology.

What is typical of your text/institution?
     Things that are typical about our text is that within the music industry nowadays is that the majority of artists write about love, heartbreak and the opposite sex, such as artists like Adele. Therefore their music videos are tend to be them alone on location somewhere, the colour is black and white to emphasise them being alone and upset. This is the singer/song writer genre that we are focusing on so the music is a lot more slow paced to show how serious they are about what their singing about. This is where our text is typical as it is following this, so the audience will be clear on these messages straight away.

Do they follow dominant ideologies in society? Or are you offering alternative ideologies?
     Our music video will be following one dominant ideology in society for girls which is 'All men are the same'. This message implies that all men and boys are idiots and plenty of girls in society use this. As in our video when our character is alone, upset and angry this message will be clear to our audience that a man has done this to her and it will make girls and women in society agree with it even more. Our music video is also offering an alternative ideology to our audience as the ideology of 'Love conquers all' is not followed within our text because we are showing how this girl has had her heartbroken by a boy and love has ruined her. Therefore these ideologies that our music video is offering links with our genre of love, heartbreak and alone.

How will your target audience 'read' these ideologies? 
     We have chosen on our target audience being age 16 to 35, the female gender, all races and C1 from the socio-economic scale. Using Stuart Hall's Reception Theory I believe that our target audience will read these ideologies in a 'preferred reading' and also a 'negotiated reading'. Stuart Hall said that the audience who view media texts are active and intelligent so can make there own decisions on what they agree with and what they don't. The reason I think that our target audience will follow these two readings is because of how the gender we have chose is female and the age we have chose is 16 to 35. There will be plenty of women who view our video with all different ages between 16 and 35, therefore some of the women will have been hurt by a man recently so will follow the preferred reading. Some women once in their life will have also been through this so will know that it can happen but they will have then found a perfect man so will know you can find happiness. They will follow the negotiated reading and these will be women aged 25 to 35 within out target audience, 16 to 25 will tend to go for the preferred reading.

Natalie.