Audiences actively decide what they watch, where they watch it, how they watch it, when they watch it, why they watch it and what they get and take away from watching it. There are four key reasons to why we as an audience consume media texts:
Information:
Audiences may consume a media text to develop their knowledge of the world and various other social or cultural groups. They also consume texts to find out about social norms and values to further their insight into the 'rules' or society and culture. Media texts can also reaffirm an audience members role and identity in their society and/or culture, as well as allowing them engage with the rest of the world, breaking down language and cultural barriers.
Integration and Social Interaction:
Consuming media texts allows for audiences to share and discuss their values and ideas, and allows them to discover and interact with new people who may have similar views to themselves. Sharing the consumption of media texts can also allow audiences to feel part of a collective and part of a community, which will then allow them to create events together, consequently giving them the opportunity to meet even more people.
Personal Identity:
The consumption of media texts may also help audiences to experience a greater sense of self, as they may be able to identify with certain texts and characters which they could relate to. Media texts also produce stereotypes and can determine how we are seen by others, which would again help audiences a greater sense of themselves.
Entertainment:
Media texts are also consumed to produce pleasure and enjoyment for audiences, as if gives them something which they enjoy to escape to.
Applying Audience Theory to Music Videos
We then applied audience theory to two music videos of the Indie Rock genre. The videos we chose were:
- Arctic Monkeys: Why'd You Only Call Me When You're High
- Imagine Dragons: Demons
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