Audience Essay

The creation of the advanced portfolio will address how audience plays a role in the pre-production stages within the music video for ‘Hate This Part Right Here.’  We gained an active audience, which refers to the idea the audience has a vital role in understanding and creating a connection with the media text. We wanted our audience to be able to play an active role by enabling them to sympathise and empathise with our protagonist as majority of people would be able to connect with the pain and the heartbreak experienced. The narrative is able to create a connection with the audiences.

Our research began by  the investigation of real media texts, to ensure a better knowledge of the types of audiences which gain a liking to the conventions of  r&b love songs.  I began to research Goodwin’s theory and used his points when analyzing the

The first thing I researched was Goodwin's theory where I used his ideas and put this video "Knock You Down" ft Ne-Yo and Kanye West, which stated the portrayal of ones relationship breaking down. We decided that we were going to create a between the lyrics and the visuals, especially after becoming aware that the music is merely and extension of the lyrics which is one of the key issues discussed as part of Goodwin’s theories. Our stylistic influences were gained by watching similar music videos which showcase a similar narrative device such as, "Taking Back My Love - Enrique Iglesias ft Ciara.

Additionally, we decided to incorporate intertextual references within our narrative, this is witnessed in our first scene where the couple are sitting distantly within the car. This shot was taken from Nicole Scherzinger's video "Don't Hold Your Breath". This video is of the R&B genre and matches our chosen target audience as her music also reaches young teenagers to elder teens. The shot of the protagonist sitting in back of a taxi alone draws attention to the vulnerability and emotion that is being heightened due to the artist reminiscing over how her relationship suddenly came to an end. This shot allowed the artist's fans to view the singer in a different light, seeing her at her more vulnerable state, allowing her fans to sympathise with her.

Throughout our advanced portfolio, the Uses and Gratification Theory by McQuail came to our attention. We focused on ‘personal relationship’ and ‘personal identity’ which was related to the chosen R&B genre. The ‘personal relationship’ enabled our audiences to witness the built up of stress and grief from within the breakdown of the relationship particularly when they were isolated from one another, for instance where the protagonist was in her bedroom whilst her boyfriend was left waiting outside in the corridor.

Our video was aimed to attract female audiences in particular as the female singer is female and can see the artist as a clear role model and it states how she dealt with the pain which was caused as the relationship came to an end. On the contrary, it could also attract male audiences as the artist is seen in clothing which compliments her figure, on the other hand we were attempting to move away from the voyeurism which is when videos  portray women as sexual objects.