Vladamir Propp folk tale – This theory looks at the typical folk tale with the stereotypical characters you would expect. I feel this theory is used at times in our music video. In the short narrative scenes where the son is witness to his mum and dad arguing and also the short scene where a boy is being bullied in school , the audience could interpret that there are classic folk characters in these scene such as the villain and the hero.
The Uses and Gratification model- the media produces a product that will satisfy the needs of the audience instead of giving them what they please to produce. With established popular artist's such as katy Perry it is important to produce a video that will meet the conventions that audiences expect and have become accustom to , therefore need in order to be satisfied.
Encoding and decoding theory – audience receive message from the image , encode in their brain then decode to understand it. There is a strong narrative in our products and main video as we feel there is a strong message that is emphasized throughout in all the shorts scenes included in the video. However due to the genre of music and the artist our product is centered around i feel this theory does not apply as the audience would not seek to decode and encode messages , yet simply just enjoy our product.
Toderov- Equiblerium and disequliberium theory - This theory strong applies to our media product as there are several short narrative scenes including in the entire video. In scenes such as the bullying scene , there is equilibrium at the beginning then when he begins to be bullied there is disequliberium , then after when defends himself a new equiblerium is established.
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