Active audience theory

The preffered reading of music video was that we wanted it to be entertaining and to make it look like a typical rock video this links to the mckail and karts theory which was identity, because our music video has tried to replicate rock bands and use similar techniques to try and make it as close to existing ones as possible. We achieved this because we used typical rock equipment such as drums set guitar amp and keyboard. the location of our rock video was in a shed which was the most similar location that we could come up with to try and represent a studio, however it is not the best as you can tell it is just a shed. To make the video more rock like we tried to make the performance, aggressive for example when Rhys played the drums we could see his aggression in parts, and the same with Nick when he was playing the guitar their is shots where he look like a real rocker. In the video you can see the aggression which is what we wanted to try and achieve and show to the audience.

The oppositional reading of our media text was shown in the location of the music video, because it did not meet the expectations of a typical rock video because it look like a shed which is what makes it an oppositional reading. The reason it did not fit was because it looked like a summer house and not like a studio which rock bands would typically use for this type of video, so as a result it did not look like a typical rock video. Other counter views that our media text had was the keyboard player which is not a typical rock instrument and did not quite work it is not a major disaster but did not look quite right. The fact that the keyboard player Tom was wearing gloves made it more noticeable.This did not meet the mise en sense that we were after. This did not meet our expectations because we wanted the band to look like a popper rock band and the gloves did not suit.

The negotiated reading of our media text is that the audience may not like the location used as it does not meet the expectations of a typical rock band that we were aiming for foe example Linkin park however there is aspects that make up for that for example the aggression shown especially from Darren in the chorus what ive done, and this was shown by all members which made up for because they looked like a real rock band. The speed of the editing also made it look more like a rock video because the speed of rock video is usually quite fast and we wanted to incorporate this into our video. So overall it has parts which are not typically rock such as the location which was the biggest problem however the actual performance was very rock which is what makes it a negotiated reading because there is a compromise between the location and the performance of the band.