Introduction to the Theory
This model suggests that the meaning of the text will be constructed differently depending on the reader's position on society. So, differences may be based on things like social class, gender, ethnicity and these may determine an individual cultural tastes.
Below are my notes from our theory lesson on David Morley:
How Might Different Social Groups Respond Differently to Your Product?
We aim for our music video, and it's meaning(s) to be accessible to a variety of social groups and positions. We are going to use a lot of montage editing and therefore will contain a large variety of cinematography, special effects, locations, characters, and mise-en-scene. Henceforth, we hope that no matter what social group you belong to you will be able to relate to- or at least feel empathy towards those who do- in some of the scenes we use. At the beginning of our video we would like to use a monologue and think that this would help the audience- no matter who they are- to take our desired message from the video. Nonetheless, the realisation that the majority of music video audiences are teenagers and young adults and therefore we will try and target these social groups more so than perhaps elderly people or young children.
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