Most Viewed Music Videos in 2013

10. One Direction- Kiss You. 

This video was released in January 2013 and has 208,397,945 views. This is a very popular music video, mainly due to the fact that they have a massive fan base full of young girls who want to watch them in their videos as they most likely have a crush on them so they want to see them in action.










9. Naughty Boy- La La La.

8. Rihanna- Stay ft Mikky Ekko.

7.P!nk- Just Give Me a Reason

The Uses and Gratifications Model.

The Uses and Gratification model is the theory that people specifically find a media text to satisfy specific needs. This theory is the opposite to the Effects Model as the audience is active in this theory and it used the text and is not used by it which is completely different to what theEffects Model states. The audience uses the text for their own gratification (pleasure). This theory explores what the audience does with these media texts ad why the use them.

Audiences therefore use media texts to gratify needs for:

• Diversion
• Escapism
• Information
• Pleasure 
• Comparing relationships and lifestyles with one's own 
• Sexual stimulation

The audience is in control and consumption of the media  helps people with issues such as: 

• Learning 
• Emotional satisfaction 
• Relaxation 
• Help with issues of personal identity 
• Help with issues of social identity 
• Help with issues of aggression and violence

So unlike The Effects Model where it states the violent images and scene can cause to person to act them out in real life the Uses and Gratification Model suggests that the consumption of violent images can be helpful, this is very controversial as it states the audience acts out their violent urges through consumption of media violence. The audience's inclination toward violence is therefore sublimated, and are less likely to commit violent acts.

Two Step Flow Theory.

This theory is a further extension of the Effects/ Hypodermic Model. This theory suggest however that instead of direct influence there are two steps in which the text takes to affect the audience. It states that the media effects are indirectly established through the personal influence of opinion leaders. Opinion leaders are normally famous people which people follow and listen to what they say. An example of this is Stephan Fry using twitter to voice his opinion on gay rights in Russia and how the prime minister should boycott the Winter Olympics in Sochi. This lead to none of the British government appearing at the opening ceremony of the Winter games. This shows how powerful twitter is as people who follow Stephan Fry on twitter will have seen this tweet and been influenced to back his opinion making the government boycott the opening ceremony to please the public.

This theory also suggests that the majority of people receive their information and are influenced by the media second hand, through the personal influence of opinion leaders that the follow. As this picture on the left shows. This picture shows the mass media being received by the opinion leaders and then the leaders passing it on to the followers.

The Cultivation Theory.

The Cultivation theory is a theory created by George Gerbner is a more refined version of the hyperdermic needle model. This theory claims that repeated exposure to these media text will desentitise the audience. This means for examlpe horror films the more you watch the less you will be affected by the films.

However this theory is untrue and true at the same time this is because it depends on the person. For example when the film 'Psycho' came out people were very scared. Horror movies have developed a lot since that film was released so people who first saw 'Psycho' when it has released have not become desensitised from new horror films as they are much more graphic and much more scary than what 'Psycho' is.

However for the younger generation watching 'Psycho' they are do not find this film scary at all so it does show that they have become desensitised from it as the new horror films they watch are much worse so when they watch an old horror film like 'Psycho' they do not think anything of it. This shows how this theory is true in some way as they have been desensitised to some of the horror films even though they are still graphic.

The Effects Model.

The Effects Model is a theory that explores the connection between peoples consumption of the mass media and the effect it has on their behaviour. It also looks at how the consumption of media has an effect and influence on the audience. Audiences are powerless to prevent the influence and the power lies with message of the text.

The Effects Model is also known as the Hypodermic Model. However the Hypodermic model states that media texts are injected into the audiences brain through a powerful, syringe-like, media and again the audience are powerless to resist, which means media works like a drug and the audience is drugged and addicted.

This is a picture from our music video which shows an iPhone this could in someway influence the audience and make them want an iPhone which is how the Effect Model works.

It is mainly used in advertisement where they are able to influence the audience to buy thinks that they never would have thought they needed until being influenced by the advert and then going out to buy the item. The best example of this is Shake 'n' Vac this is a product that you place on to the floor and hoover it up. The item was completely unknown until the company created an advert and influenced loads of the audience to buy this product they really had no need for.

Shake 'n' Vac Advert

Bobo Doll Theory
The Bobo Doll experiement is an experiment that was done in 1961 and showed children an adult beating a doll with hammer and attacking the Bobo Doll, afterwards the put a child in the room with the same child and the child attacked the doll with a hammer and toy guns. This is the main evidence to support the effect theory.