Theories.

Reception Theory - Stewart Hall 1980

This theory is an active audience theory and sees the audience as being actively engaged in the interpretation of media texts rather than passive consumers. Individuals receive and interpretate texts in different ways. This theory demonstrates that even though one message is sent out that not only one is made of the text and all interpretations are all different.

They are 3 types of audience: Dominant, Negotiated and Opposition. There are also number of factors that may effect whether an individual takes dominant, negotiated and opposition such as life experience, mood at the time of exposure, age, gender, beliefs or culture etc.

This will applies to my video because every individual will interpretate my music video differently and each my receive a different message from it.

Uses and Gratifications Model - Bulmer and Katz 1974

The uses and gratification model represents a change in thinking as researchers began to describe the effects of the media from the point of the audience. Bulmer and Katz argued that the audience needs to have a social and psychological origins which generate certain expectations about the mass media. Leading to different patterns of media exposure which results in both gratification needs.The idea behind the uses and gratification model is that people are motivated by a desire to fulfill or gratify their certain needs.
They may use this for:

Personal identity - Personal identity explain how being a subject of the media allows us to reaffirm our identity and the positioning of our selves within society.
Personal Relationships - We can form relationships with the media and how we can also use the media to form a relationship with other individuals and many people do use the media to form a companionship.

People may use my music video to form a relationship or companionship with someone else as they may want what is on the narrative of my music video. The song i have used for music video is also called 'First Date' which some individuals may want and therefore use this to get a 'date'.

The Selective Filter Model - Joseph Klapper 

Klapper states that the media can only be effective or have an impact on an audience if it undertakes 3 stages: exposure, perception and retention.

Stage one - Selective Exposure - Audience has a choice to engage with the media and what types of media they are exposed to. The audience must choose to view, listen or read the content of specific media which the audience choose upon interest.

Stage two - Selective Perception- The audience can choose whether they wish to accept the message being conveyed. The audience may not accept the message: some people may take notice of some media content.

Stage 3- Retention - Audience have to the remember the message in order for it to have an effect on them. The message then has to stick in that persons mind who have accessed the content.

If the audience choose to watch and accept my music video it will then be successful, but some audiences may choose not to watch it or may watch it and not accept it as it is not upon their interest. Hopefully this will be successful to my target audience as it meets their interests.