The Cultural Studies Approach

There are 3 different readings of the media and these are:

• Preferred - the audience recognises the values of the text and accepts them.
• Negotiated - the audience recognises the values in the text and accepts them in general BUT doesn't necessarily agree with them in entirely.
• Oppositional - The audience understands the values in the text but disagree's with them.

When creating my music video I will have to consider the representation of my main model etc. and how my audience will view the representation.

This is different from 'The Effects Model' as the audience is not passive but instead they are active. Their social background is important as to what reading they would take on the media and representation and not the audiences behavioural factors which is what 'The Effects Model' focuses on.