Cultural Effects Model & How It Applies To Music Video

The Cultural Effects Model states that if the same media messages are repeated often enough they will be accepted as fact but audience members can resist these messages. It also suggests that the audience are active and can 'decode' messages in media texts in a number of ways.

There can be different types of readings in The Cultural Effects Model : Dominant, negotiated and oppositional.
Dominant is when the viewer will view the music video and completely understand and absorb the message that the institution has placed in the video.
Negotiated is when the viewer watches the music video and understands the message of the video that the institution has places but might not agree with the message.
Oppositional is when the viewer watched the music video but decides not to view or absorb the message that the institution has put in the video.
We need to make our music video memorable all the while making it so that no one forgets the name of the song and the artist.

When we come to make our music video we will use The Cultural Effects Model to help us make the message of our music video good, we are going to make the message of our music video about how people can feel alone even when they are surrounded by lots of people who are having a good time, in our case at a party.

We Can't Stop - Miley Cyrus

Above is the music video for We Can't Stop by Miley Cyrus, in this video Miley is seen to be partying and dressed in very little clothing. Due to the fact Miley Cyrus is a child star with a large following of primarily under 18s, this video is seen to be very controversial as she is doing things and behaving in a way which would be seen to be inappropriate for an under 18. The audience watching this video, no matter how young will see the video and immediately think that what Miley is doing is unacceptable because she is seen to be a role model by most of her fans.

 

People who have a Dominant view of this video will look at the video and understand that the video is about her and all of her friends having a party and probably won't be able to see any issue with the video.

People who have a Negotiated view of the video will watch the video and be able to see the intended message which has been put in place by the institution but they will also be able to see how other people could find issues and things that are inappropriate with the video.

People who have an Oppositional view of this video will watch it and most likely miss-read the intended message of the institutions and see negative things with the video.   

When making our video, because we are doing along the route of throwing a party, we don't want our video to come out like this one, Miley's video could be seen as tacky, and focusing more on the behaviour in the video as opposed to the actual music and the song.