According to Theorist Stuart Hall, audience reading can be broken down into three different readings,
Mostly, our target audience decoded the dominant reading, which followed the evening of one teenager's life, and how he is blown into another scene by the 'electric feel'. The Electric Feel stems from the kiss and is left up to audience to decide how the evening plays out, for that was the end of the narrative. We also got a fair amount of feedback from people who interpreted a negotiated reading. They recognised that the kiss was symbolic, but over thought it's meaning and presumed that it was a transition from reality into a psychoactive drug induced trip.
However, we did however get some oppositional reading, one reaction was that the girl was manipulating the guy and came up with some quite sinister interpretations. However, this is inevitable from music videos, as there will always be the one person who sees things differently.
Regarding the Digipack, our feedback was largely positive and of the dominant reading. The reception of the colour scheme was very popular from a large age group, and I feel as if the Digipack may even have appealed to a wider audience than the video itself. To ensure there was synergy between the three products, we mimicked the coloured lights of the party in our Digipack. However, I noticed that there was a different interpretation of the band between those who saw the video first and those who saw the digipack first. The ones who saw the video first were more likely to interpret a negotiated reading, and those who saw the digipack first had a more dominant reading.
- The Dominant Reading - is when the viewer decodes the desired codes of the product.
- The Negotiated Reading - is when the reader accepts the dominant reading, but with their own twists.
- The Oppositional Reading - is when the viewer interprets the product in a totally unexpected way, that has not been at all encoded.
Mostly, our target audience decoded the dominant reading, which followed the evening of one teenager's life, and how he is blown into another scene by the 'electric feel'. The Electric Feel stems from the kiss and is left up to audience to decide how the evening plays out, for that was the end of the narrative. We also got a fair amount of feedback from people who interpreted a negotiated reading. They recognised that the kiss was symbolic, but over thought it's meaning and presumed that it was a transition from reality into a psychoactive drug induced trip.
However, we did however get some oppositional reading, one reaction was that the girl was manipulating the guy and came up with some quite sinister interpretations. However, this is inevitable from music videos, as there will always be the one person who sees things differently.
Regarding the Digipack, our feedback was largely positive and of the dominant reading. The reception of the colour scheme was very popular from a large age group, and I feel as if the Digipack may even have appealed to a wider audience than the video itself. To ensure there was synergy between the three products, we mimicked the coloured lights of the party in our Digipack. However, I noticed that there was a different interpretation of the band between those who saw the video first and those who saw the digipack first. The ones who saw the video first were more likely to interpret a negotiated reading, and those who saw the digipack first had a more dominant reading.
No comments:
Post a Comment