Audience Visual Essay

Stuart Hall's theory is the reception theory states that media texts are encoded by the producer meaning that whoever produce the text fills the product with values and messages. He also says the text is then decoded by spectators and different spectators will decode the text in different ways, not always in the way the produces intended. there are three areas which encode the message or meaning or the producer. These are, Dominant or preferred, Negotiated and Oppositional. In Taylor Swifts music video, Bad Blood. There are Dominate , Negotiated and Oppositional message and values, the dominate values fighting, a relationship gone wrong and weapons. The Oppositional values might make people think it is over the top because the it is about falling out with a friend and getting revenge and starting war isn't what you would usually do however people may negotiate that this is funny and good to watch. 

Blumler and Katz, Uses and Gratification Theory is about how the media allows each individual person in an audience reacts to the media product. For example in Taylor Swifts music video Bad Blood there narrative is two best friends who have fallen out. In life generally you all always have an fall out with a friend or someone close to you when this happens you feel like world war three has happened with all the arguing and fighting. This video is an over elaborate metaphor of your feelings when you have fallen out with a friend.


Hypodermic Needle Theory was one of the first theory's put together. It is said that the media injections your brain with information, we there believe what we have seen so we act in strange ways and do strange things because we believe it. The Media is always right so we believe what they say, however now we are more knowledgeable if the media so this theory is out dated. for example in Taylor Swifts music video 'Bad Blood' we see a fight and broken relationship between Taylor's character and Selena Gomez character this lends the audience to believe they have actually had a fall out, others believed it was about Katy Perry and others believed it was about an ex boyfriend however there is no proof the song is about anyone but the way the video is preformed and presented and the media provoke the rumors we are lend to believe these stories.