Our Ideology

Just like any other type of media product our project with have some ideologies embedded within it. We will be showing our artist as a strong independent female who is in control of her our life, this is the dominant ideology for a modern day woman. Due to our artist being young it will create a sense of youth, light-heartedness and freedom, this will be demonstrated in scenes were she will be walking bare foot. The use of natural make-up and unique clothing will give our artist a feminine feel.

These ideologies fit well with our product as both the music and the music video are of the indie genre and have unique aspects to them.

There are two ways that the audience can read these ideologies; the hypodemic needle theory and halls reception theory. hypodemic needle theoryis where the audience is seen as passive, “empty vessels”. The theory states that the texts function is a one directional communication process, many people believe the theory is out of date and that it vastly underestimates the audiences. From this theory others theories have been created and evolved, becoming more complex. Whereas reception theory suggests that audiences play an active role in reading texts and that each person has the ability to interpret the same texts differently. Our audience is more likely to read our ideologies from the aspect of reception theory due to the fact that our project is experimental.

By Hannah Tabor