History Of Music Videos

Lyric Timings

Lyric Analysis

"Die Young"- Ke$ha

Audience Responses from peers to video Smack My Bitch Up

Dominant/ preferred: 

• the dominant or preferred reading from this text is to demonstrate the effects of drugs and alcohol. 
• not to stereotype males in the way that we usually would, not to show the effect of drugs and alcohol use
• to demonstrate same sex relationships, so society is more open to them. 
• to challenge peoples stereotypes of gender 
• to show that women can act in the same way as men 
• to show that we assume that men are more violent and more likely to take drugs then women, the fact that this is not the case makes us rethink stereotypes 
• to make the audience think or challenge the audience when watching this product 
• to show the negative effects of drugs and alcohol 
• women are not just victims of violence
• not to judge someone 
• to represent society in a realistic manner (one night stand) 
• to make us realise situations like this happen in society and we cant just look the other way 
• the way drugs make you act 
• we judge people to quickly 
• we assume its from a mans point of view to keep us interested in the product 
• to make us not judge people 
• to demonstrate different types of relationships 
• to stop people taking drugs and drinking because of the negative actions it leads to 

Negotiated: 

• I understood the dominant message however I am against to many drugs and to much drinking. 
• I understand the message from the video, but I dont like the fact that they've challenged the stereotype of women. 
• it was to extreme but relatively true to life 
• it was awful to watch and as a female i would not want to be treated like that. 
• it was the drugs that made people act like that, and as a women i would not like to be treated like that. 
• it shows the impact of drugs but in an over exaggerated way. 
• i dont think people should do drugs while drinking, the idea of violence doesn't appeal to me. however if someone wants to go out and sleep around with someone it is their choice. 
• i agree with the representation of how drugs make you feel, however i dont agree with the way women have being treated in this video. 
• the music video is honest but i dont agree with the types of behaviour it promotes 
• the music video wants to be controversial like the band itself but i dont agree with the extreme behaviour that is presented to the audience 
• i understand the message however a lot of people will be offended by this 
• i find it weird and it made me feel sick
• i like the point it is making, but it may offend gay women
• drugs might be why she is acting like that but i dont agree with her behaviour 
• drugs have influenced her actions, i think she wouldn't act that way normally. 
• it is a bit revealing and disrespectful towards girls 
• she wouldn't act that way if she wasn't high on drugs 
• i understand that this music video and the actions in it are exaggerated because it makes it more consumable for the audience.  
• i understand that this is not the way in which she usually acts 

Oppositional 

• the content is to explicit 
• do not agree of the abusive relationships 
• this text promotes an unhealthy lifestyle 
• some religions might take it offensively 
• people might be against drugs and drinking and sex and drink driving and strip clubs. 
• actually from a womens point of view, they are stereotyped for being sex crazy 
• a women wouldn't start a fight with every man in a club she wouldn't behave in such a manor
• you might not agree with the text because of your religion, sex before marriage ,the audience might be homophobic, the audience might be against drugs or drinking. 
• they see the product is immoral 
• they disregard the text because they think its a man 
• people wouldn't want their kids to see it because it sets a bad example
• offensive to a number of people in society
• the audience would reject it because it makes them uncomfortable so they turn it off
• cant associate with it on a personal level because they dont drink or do drugs 
• cant relate because of intended effects 
•  it might be saying that taking drugs and alcohol is okay. we dont blame the behaviour on the individual but on the fact that they are taking drugs which is a big concern. 
• find the product offensive 

Visual Essay Representation

Representation is the way in which the media portrays particular groups, communities, experiences, ideas or topics from a particular ideological or value perspective. It is how it is presented to the audience, representations can change or adapt over time.  

Laura Mulvey argues that in media texts women are presented in a sexual way. This is called the ‘Male gaze’ theory. She argues that the audience is put into the perspective of a heterosexual man; even women look at women in this way. It can be split into three groups, how men look at women, men look at women in a sexual way, men focus on the curves and other parts of their bodies and do not always value them as a valid role. Another group is how women look at themselves, this is where women are made to feel negative about them when viewing other women, picking faults with their own appearances and comparing themselves against the women in the media text. They don’t take into account the post production, therefore comparing themselves against an unrealistic role model. The last group is how women look at other women. Women look at other women to shape their own identities; they take elements of what they like from women they see to be desirable and fit for society. They want to create an idea; version of themselves. This theory objectifies women; they are only there for the male pleasure not for the narrative or purpose of the video.  The theory was created looking at old Hollywood films, later on being applied to music videos. Criticisms of this theory suggest that some women enjoy being looked at and that they want to be seen as sexual objects. They feel liberated and dominant; the gaze can also be directed towards members of the same gender for several reasons other than a sexual manner. Women may view other women as role models to look up to. 

Laura Mulvey’s theory does not apply to an extent to the music video “The Nights, Avicii” as this video focuses on a male protagonist. Women are very rarely seen in this video, only in the background or for a very short split second, the only sighting of a woman in this music video is when the artist is talking about family, “He took me in his arms, I heard him say…” The woman shown is quite attractive however she does not play a huge role in the video as she is only shown for a split second.  The audience does not have the time to take in her as a person within the video as the main focus on this section is on the father. This supports Mulveys theory in that women are not there as a valid role in the media text. It shows that the woman in this video is not playing a valid part in the narrative the vlogging style video is very quick therefore each clip lasts only a few seconds. 

Richard Dyers Theory suggests that that the viewer’s perception of a film is heavily influenced by the perception of its stars. Richard Dyer said “stars are commodities that are produced by the institution” he also says that a “star represents and embody certain ideologies”. This suggests that icons and celebrities are constructed by institutions for financial gain. A star is an image not a real person. There are four components of the star theory, firstly stars as constructs. They are artificial images, even when they are presented as real people experiencing real emotions. Their representation may be metonymic, image associated. Pop stars have an advantage over film stars as their constructed image is more consistent over a period of time. Another component of the star theory is audience and institution; the stars are manufactured by the industry to make money. They use stars to promote certain ideologies, shared cultures, beliefs and values to the audience.  The third component is ideology and culture, they represent shared culture, values and beliefs that promotes a certain ideology about themselves as an artist and what they want the audience to see what they believe in. conveying their beliefs and opinions outside of music and film helps a celebrity create a star persona. The last component of the star theory is character and personality. Stars provide audiences with ideas of what people are supposed to be like. This leads to the audiences wanting to conform to be like these constructions. Based on what the audience want to consume they promote an image that they feel is desirable. A star is a construct of what the audience wants to consume.  Richard Dyer also created the paradox of the star, there are two paradoxes, and the star is ordinary and extraordinary. The stars needs to be ordinary so that the audience can relate to the star and have a connection however they also need to have something we do not have in order to deem them special enough to be stars.  In order for stars to be established the artist or brand have to make an audience want to carry on consuming them. A tactic used by the institutions is to create an image or motif to create profit and identity.  

The star of the music video, the Nights by Avicii is a well known You Tuber who is known for exploring and being adventurous. He has 24,157 subscribers and counting. He represents being young and living life to the full not letting anything get in his way. This shows that the idea of teenage years is adapting giving people a longer childhood in order to explore themselves and the world around them before settling down to work. This shows how society has changed as before there was no such thing as a childhood as soon as children were able to work they were sent off to work in the factories. This shows how society has changed over the years. 

Tessa Perkins theory is stereotyping, she argues that stereotyping is not a simple process, it contains a number of assumptions that can be challenged. Tessa Perkins identifies five assumptions.Stereotypes are not always negative,  people assume stereotypes to always be negative for example thugs or chav's, however they are not. There are positive stereotypes as well for example over achievers.  This shows that we can both positive and negative stereotypes in our society.  The second assumption is that they are not always about minority groups or the less powerful. We make stereotypes about upper or middle class as well as the working class. Assumptions can be made about anybody.  The third assumption is that they can be held about ones own group, this means that within our own group we stereotyped people even though we all belong to the same institution and hold the same ideologies as a whole, within the group we stereotype based on our assumptions. This makes each of us feel part of the larger community.  The fourth assumption is that they are not rigid or unchanging. Once a stereotype has being created about a person it is very hard to change it, however  Perkins states that stereotypes can change and evolve over time for example Miley Cyrus.  She used to have an innocent and  respectable representation and she was labeled as a good girl however she has changed her image and now is known as quite the opposite as a bad girl who does what she wants when she wants. The last assumption is that stereotypes are not always false, they have to have some truth in them, we witness and read many stories in the media which help us shape and understand these stereotypes. People can judge how other will behave or act towards others from the stereotype that they are given . Sometimes this can be wrong or negative, for example the older generation usually  judge the younger generation to be quite troublesome however this is not true for all younger people. 

In the music video the nights, the stereotype that can be applied to the performer in this video, is that he is in a youth group as he is young but within that group he would fit into the  surfer cool guys category i think this because of the way that he is dressed and the way that he is so chilled about everything. He represents the typical young male as he is quite childish and reckless.  As he seems a reckless people we would associate him to doing dangerous things in which are shown within the video. For example cliff jumping, wakeboarding, parachuting and so much more. This shows that he is living while he is young and making memories that will last forever. He is also seen as a big family man as the whole song is all about his dad telling him that he should live life to the full. There is more than one stereotype that can be linked to the performer. I think that this performer has being used in the video to  help young youths relate to the song and artist.

Visual Essay Narrative

In order to examine how narrative theory can be applied to music videos, I am going to analyse “The Nights” by Avicii. I will look at a range of theorists in order to do this. The themes of this music video is about living life to the fullest and always enjoy yourself and your youth years as they won’t always be there.

The introduction to the video which is not included on the album is a voice over explaining the meaning behind the song “When I was 16, my father said you can do anything you want with your life, you just have to be willing to work hard to get it. That’s why I decided when I die; I wanna be remembered for the life I lived, not the money I made” this is accompanied by an introduction clip before the song starts to play. It is reinforcing the ideology of the song. The first verse to the song starts off talking about when he was a younger child, “once upon a younger year” this shows that he is reflecting upon his past, he refers to all the fun and adventure that comes with being a child “animals inside came out to play”. This shows that he remembers his childhood as being very adventurous. “When all our shadows disappeared”, being a child is very innocent as you don’t have any secrets therefore you have no dark shadows metaphorically. He talks about his memories and the lessons he learnt as a child, he shows that the best memories are the ones where he learnt from his mistakes and faced his fears. “Went face to face with all our fears, learned out lessons through the tears” he makes it clear that these are the memories that he will never forget as these are the important parts of his childhood. The pre-chorus goes into more detail in what his father told him as child, the ideology that he lives by now that he is older. “Son, don’t let it slip away. He took me in his arms, I heard him say, when you get older your wild heart will live for younger days. Think of me if ever you’re afraid” His father is telling him not to lose his sense of adventure when he transitions into adulthood as it is an important part of living your life. He talks about how when you get older you sometimes want the past back “wild heart will live for younger days” we yearn for the past, even though we should yearn for the future. “Think of me if you’re ever afraid” shows that his father also had a sense of adventure even in his old age. The chorus is the main ideology of the video talking about exactly what his father told him at a young age, “He said one day you’ll leave this world behind so live a life you will remember, my father told me when I was just a child. These are the nights that never die, my father told me” his advice is saying that a normal life is not interesting so do everything you possibly can in order to make it enjoyable. “Nights that never die” refers to times that live on in one’s memory. This is saying that the most memorable memories are the ones where you enjoyed your life to the fullest. The second verse is talking about his adventures, still carrying on the ideology of the song throughout. “When thunder clouds start pouring down, light a fire they can’t put out” is saying that no matter what the challenge in life is, it should be embraced and that all challenges can be conquered through perseverance and determination. You should never give up on living your life to the best that you can. “Carve your name into those shining stars” is saying that you should always aim higher and that you should never settle when you know that you can do better than you’ve already achieved. “Don’t forsake this life of yours” connotes that we only have one life so that we should make the most of it no matter what. “I’ll guide you home no matter where you are”. No matter where you are there is always a place to call home. Don’t let your worries hold you back and expect to be okay as you venture into the unknown. The song then starts to repeat its chorus throughout the rest of the song reinforcing the ideology throughout. 

Sven Carlson suggests that music videos in general fall into three rough groups, performance, conceptual and narrative. When a music video shows an artist or artists singing or dancing it is a performance clip. A common place for a performance clip to take place is in a recording studio and a rehearsal room. However performance clips can take place anywhere. When a clip shows something else within its duration often with artistic ambitions it is a conceptual clip. A conceptual clip contains no perceptible visual narrative and contains no lip synchronized singing. A narrative clip tells the audience a story; it usually links in with the music and reflects the lyrics, sometimes showing the ideology of the song through images and videos.

In the video “The Nights” by Avicii there are 2 elements of Sven Carlson’s theory as it contains both elements of performance and narrative. The majority of the clip is narrative showing the performer living his life to the fullest reflecting the ideology and the meaning behind the song. It contains around 135 different clips throughout showing different places, areas, camera angles and shots etc. there is very little performance shown within the video, every now and again within the clips, the performer or subject is lip syncing the music. For example in the car as shown above. 

Bordwell and Thompson suggest that there are two distinctions between story and plot which relate to the diegetic world of the narrative. You have the inferred events which you don’t see of the story, the explicitly shown events of the story and plot, and the non-diegetic material of the plot. Fabula (story) is the events in the narrative that we see and infer. Fabula is defined as the chronological series of events that are represented or implied. Syuzhet (plot) is everything that is visible and audibly presented before us. It is considered to be the order, manner and techniques of their presentation in the narrative. 

In the music video the story of the video is that the young man is out in the world exploring and living his life, we see this through the plot and a series of clips. The video as a whole is self-reflective as he is aware of it being a media text due to him filming himself using a handheld camera. In the music video there is a range of non-diegetic material for example at the end of the music video when he spray paints the ideology of the video on to a wall. This contains writing and a symbol which is symbolic to the artist Avicii. In this video we don’t see the inferred events in the video of him; these include his whole trip exploring the world. For example eating and going to the toilet. We know that he would do these things as he is travelling however they are not important to the video. It would be a very long video if all the inferred events were included therefore the explicitly shown events are important as they contain what the institution or artist wants you to see. These are the important parts that helps move the narrative along.

Tim O’ Sullivan et al argues that all media texts tell us some kind of story; through the narrative, diegesis and verisimilitude it tells us a story.  It doesn't always tell a personal story but the story of us a culture or set of cultures. Narrative theory sets out to show that what we experience when we ‘read’ a story is to understand a particular set of constructions, or conventions, and that it is important to be aware of how these constructions are put together.

The diegesis of this video is America starting out in a small rural area, going on to explore the whole of America and the world. This tells us a story of young American culture. The diegesis sets the world in which the events will occur. It creates verisimilitude through it being a series of real events happening in his life. It tells a story about family and cherishing those moments living life to the full no matter what. It talks about him and his dad through the lyrics showing him and his dad enjoying themselves.  It starts off as a short film introduction as it it’s a film of his life showing his story and his ideology.  “Rory Kramer” is a Youtube Vlogger which is also why the music video is set out in a vlogging type of way in order to represent the figure in the video.  The ideology of this video is in the lyrics, "So live a life you will remember”. This suggests that you should always make sure that you make what you can with life and never waste it because it will eventually come to an end. In the video he is following what his father said and living life to the fullest by doing crazy extravagant things and exploring the world. This ideology is reinforced all throughout the video through the lyrics and non-diegetic material.     

Kate Domille suggests that every story ever told can be fitted into one of eight narrative types. Each of these narrative types has a source, an original story upon which the others are based. These stories are as follows, Achilles: The fatal flaw that leads to the destruction of the previously flawless, or almost flawless, person, e.g. Superman, Fatal Attraction. Candide: The indomitable hero who cannot be put down, e.g. Indiana Jones, James Bond, Rocky etc. Cinderella: The dream comes true, e.g. Pretty Woman. Circe: The Chase, the spider and the fly, the innocent and the victim e.g. Smokey and the Bandit, Duel, The Terminator. Faust: Selling your soul to the devil may bring riches but eventually your soul belongs to him, e.g. Bedazzled, Wall Street. Orpheus: The loss of something personal, the gift that is taken away, the tragedy of loss or the journey which follows the loss, e.g. The Sixth Sense, Love Story, Born On the Fourth Of July. Romeo And Juliet: The love story, e.g. Titanic. Tristan and Iseult: The love triangle, Man loves woman…unfortunately one or both of them are already spoken for, or a third party intervenes, e.g. Casablanca.

In the music video by Avicii I think that according to Kate Domille’s theory that this music video fits into Candide, The indomitable hero who cannot be put down. I think this has being done metaphorically in this video as the figure is his own hero following his own dreams and ambitions. He is following what his father said and living life to the fullest. Other people may look at him and aspire to be what he is like, therefore looking at him in a heroic manner. 

Visual Essay Media Language

Charles Sanders Peirce (1931), argues “we think only in signs” .Signs take the form of words, images, sounds, odours, flavours, acts or objects, but such things have no intrinsic meaning and become signs only when we invest them with meaning.  Anything can be a sign as long as someone interprets it as signifying something, referring to or standing for something other than itself. We interpret things as signs largely consciously by relating them to familiar systems of conventions. It is this meaningful use of signs which is at the heart of the concerns of semiotics. Three types of signs:
Icon/ iconic: a mode in which the signifier is perceived as resembling or imitating the signified ( recognizably looking, sounding, feeling, tasting or smelling like it. Being similar in possessing some of its qualities.Index/ Indexical: a mode in which the signifier is not arbitrary but is directly connected in some way physically or causally to the signified, this link can be observed or inferred. Symbol/ Symbolic: a mode in which the signifier does not resemble the signified but which is fundamentally arbitrary or purely conventional, so that the relationship must be learnt.

Roland Barthes (1967)  In semiotics, denotation and connotation are terms describing the relationship between the signifier and its signified, and an analytic distinction is made between two types of signifieds: a denotative signified and a connotative signified. Meaning includes both denotation and connotation. Noted, Saussure's model of the sign focused on denotation at the expense of connotation and it was left to subsequent theorists (notably Barthes himself) to offer an account of this important dimension of meaning. Barthes (1977) argued that in photography connotation can be (analytically) distinguished from denotation. Suggested that narrative works with five different codes and the enigma code works to keep up setting problems or puzzles for the audience. His action code (a look, significant word, movement) is based on our cultural and stereotypical understanding of actions that act as a shorthand to advancing the narrative.

John Fiske (1982)  Denotation is what is photographed, connotation is how it is photographed”. Link to Barthes’ editing at stage of production we discussed. Related to connotation is what Roland Barthes (1977) refers to as myth. For Barthes myths were the dominant ideologies of our time. The 1st and 2nd orders of signification called denotation and connotation combine to produce ideology - which has been described as a third order of signification by Fiske and Hartley (1982). 

Visual Essay Genre

Genre’ is a critical tool that helps us study texts and audience responses to texts by dividing them into categories based on common elements.


 Steve Neal stresses that “genres are not ‘systems’ they are processes of systematization” – i.e. They are dynamic and evolve over time. Generic Characteristics across all texts share similar elements of the below depending on the medium.


Jason Mitell Argues that genres are cultural categories that surpass the boundaries of media texts and operate within industry, audience, and cultural practices as well.In short, industries use genre to sell products to audiences. Media producers use familiar codes and conventions that very often make cultural references to their audience knowledge of society, other texts. Genre also allows audiences to make choices about what products they want to consume through acceptance in order to fulfill a particular pleasure.

 Ø  Rick Altman argues that genre offers audiences ‘a set of pleasures’.Emotional Pleasures: The emotional pleasures offered to audiences of genre films are particularly significant when they generate a strong audience response.Visceral Pleasures: Visceral pleasures (‘visceral’ refers to internal organs) are ‘gut’ responses and are defined by how the film’s stylistic construction elicits a physical effect upon its audience. This can be a feeling of revulsion, kinetic speed, or a ‘roller coaster ride’.Intellectual Puzzles: Certain film genres such as the thriller or the ‘whodunit’ offer the pleasure in trying to unravel a mystery or a puzzle. Pleasure is derived from deciphering the plot and forecasting the end or the being surprised by the unexpected.

Ø  

DaDavid Buckingham argues that 'genre is not... Simply "given" by the culture: rather, it is in a constant process of negotiation and change’. Genres are not fixed. They constantly change and evolve over time.

Visual Essay Audience

In order to examine how audience theory can be applied to music videos, I am going to analyse “The Nights” by Avicii. I will look at a range of theorists in order to do this.

Stuart Hall’s reception theory suggest that media texts are encoded by the producer meaning that whoever produces the text fills the product with values and messages. The text is then decoded by spectators. Depending on who the spectator is depends on how they will decode the text as different people decode in different ways and not always the way in which the producer intended. There are three different ways that the audience could decode the text. The dominant or preferred reading where the viewer accepts the messages or values that are being portrayed, they view the message in the way the producer wanted them to, the ideal consumption has been met and the institution is happy. A negotiated reading where they may agree with some parts however they also disagree. It is a compromise between the dominant or oppositional reading; they see the point being made however they still have their own opinion. Then the oppositional readings were the viewer completely rejects the messages and values therefore they are more likely to stop watching. They create their own reading of the text as they may be offended, upset or fail to see the intended message from the institution.  An audience is more likely to have a dominant understanding if the message is clear, the audience is the same age so it relates to the product, from the same culture or relevant to society. A person may have a negotiated reading if they have not had the same life experiences, may not understand the narrative therefore they cannot relate and the dominant message may be unclear. Finally the audience may have an oppositional reading if the product has controversial themes, no understanding or is not reflective of society. Different cultures have different understandings. 

In the video the nights by Avicii the dominant message of this video is to live life to the fullest no matter what the consequences and enjoying life. You’re only young once so make the most of it because it is not going to last forever. However the negotiated reading may be that although the message is to enjoy yourself and have fun it doesn’t mean that you have to put yourself in danger like the person in the video by jumping off cliffs and destroying the environment by grafting all over the place. As it makes it look tacky and can ruin the landscape due to a symbol being spray painted everywhere as people may not understand the meaning behind this symbol it may offend them. The oppositional reading may be that we shouldn’t waste our time messing around and putting yourself in danger, you should stick to society’s norms and go and get a job and work your way through life not messing around asking for a death sentence. 

The uses and gratification model by Blumler and Katz looks at the motives of people who use the media, researchers began to describe the effects of the media from the point of view of audiences. The theory makes the audience active as they choose what they want to consume. An audience is not forced to watch a particular media text. You are in control of your own choices; the media simply creates the media product. The theory argues that audiences needs have social and psychological needs which generate certain expectations about mass media. There are four needs, surveillance, personal identity, personal relationships and diversion. The surveillance need is based around the idea that people feel better having the feeling that they know what is going on around them in the world. For example the news tells us what is going on and we watch in order to gain information. It is all about awareness; we use the mass media in order to make us more aware of the world, gratifying a desire for knowledge and security. Social media can influence how this concept works as fake stories are created giving a false sense of security. Personal identity explains how being a subject of the media allows us to confirm the identity and positioning of ourselves within society. For example pop stars are huge role models especially among young children and teenagers. Different genres allow people to identify in different ways to different elements. Allows us to associate and relate to the product directly making us feel gratified. Different media texts are aimed at different audiences influencing their choices. Personal relationships with the media, we form a relationship with the media and use the media to form a relationship with others. Many people use television as a form of companionship, by watching a show or media text quite often we can create an intimate experience and relate to the characters. Another aspect of personal relationships is how we use the media as a springboard to form and build upon relationships with other people. For example have a common interest in the same program can help start a conversation. The last need is diversion, the diversion describes what’s commonly termed as escapism.  We watch media texts in order to take our mind off our everyday lives and distract ourselves from the problems that we are having. We sometimes watch a media text which relates to our mood for example if you are sad you may watch a sad movie to take the focus off your own sadness and focus on someone else’s. 

The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behavior change. Several factors contributed to this "strong effects" theory of communication, including: The fast rise and popularization of radio and television and the emergence of the persuasion industries, such as advertising. The theory suggests that the mass media could influence a very large group of people directly and uniformly by shooting or injecting them with appropriate messages designed to trigger a desired response. This theory suggests a powerful and direct flow of information from the sender to the receiver. The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message. It expresses the view that the media is a dangerous means of communicating an idea because the receiver of audience is powerless to resist the impact of the message. People are seen as passive and are seen as having a lot media material shot at them. People end up thinking what they are told because there is no other source of information. The theory assumes what we see or hear we believe or consume. The theory assumes we are brainwashed into believing the media messages. The cons of the theory are that it is very out of date and invalid, not everyone watches the news/ consumes media in the same way. Audiences are not simply passive more up to date theories have proved tis. Technology has changed how we consume media and the sources where it originates from. We are more aware of society and how institutions operate. We are now used to consuming media texts that we understand the conventions and know when to reject messages if we deem them insignificant.