Audience - Group

In what way can music videos be considered postmodern?

Music videos can be considered postmodern because they use a range of intertextual references and bricolage from previous media texts. This gives the video a sense that it has been done before as ideas can be linked to other things. Bricolage is relevant because it allows previous ideas to be taken and then built upon. However it could be criticisied as the ideas may be considerd as unorigional. Music videos can also be considered as postmodern as it affects social currency as the new ideas and inspirations give people the oppurtunity to express themselves through fashion or in social groups.



How do audiences consume music videos?

Audiences consume music videos in two different ways; active and passive also known as 'Focused' and 'Ambient.' The focused audience are those that watch the video and pay full attention where as the ambient consumers may flick through multiple channels and consume the music TV as a background noise. Viewing may also be consumed communally and whilst someone is on their own. Communal viewing is when it is a democratice choise i.e. it may take place in the work place or in a dance routine. Solo viewing the music TV is consumed whilst on their own without distraction.

What considerations has the research raised in terms of planning your production?

The research has raised many issues involving our production. One of those is that our video will have to target both focused and ambient viewers so will have to contain various shots to attract both consumers. Ambient viewers would require there to be repitition of the shots used whereas a focused consumer would require something creative, unique and origional that use the full of the genre. We wil try to follow these points so that our production will appeal to both types of consumers.