notes on Cultural effects model and how it applied to a music video

If the same media messages are repeated often enough they will be accepted as fact. However, audience members can resist these messages.

The cultivation effects model also suggests that the audience are active and can 'decode' messages in media texts in a number of ways. People’s responses are affected by their social background.

There can be different types of readings: dominant, negotiated and oppositional.

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.

Using the cultural effects model, this will help us as we can use it to make the artist look like he has a star quality or makes him 'the good guy'. Cultural effects model makes the audience think what the producer wants them to think.

Here is a music video of the Katy Perry video 'Last Friday Night' as you can see it’s a party style setting and a lot of alcohol is being shown and drunk. Also the lyrics depict a scenario where they have drunk so much that her house is a mess, she can't remember much from the night before and has done many acts without thinking about the consequences. This high amount of drinking and the events occurring is being exposed to younger audiences, giving them the perception of it being normal and giving them a false reality of drinking without them knowing about the consequences and effects of it; making the audience think that drinking excessive amounts of alcohol is just a regular occurrence, and should be done every weekend.

From this, I feel that we need to stay clear of sending out wrong messages in our music video and have a lower amount of exposure to drinking and other mature themes.