Cultural Effects Model.

(Drip Effect)
Developed by George Gerbner
If the same media messages are repeated often enough they will be accepted as fact, but audience members can resist these messages.

The Cultivation Effect model also suggests the audience are active and can 'decode' messages in media texts in a number of ways. People's responses are affected by their social background.

There are different types of readings:

• Dominant- An intended reading e.g. Male singer attracting heterosexual women.
• Oppositional- Not intended reading e.g. Male singer attracting homosexual men.

This relates to music video because lots of music videos have very repetative messages and images. Such as nudity;

Some people if they see this repeated throughout the music videos they watch they may think that behaviour like that is aceptable. Even messages like drugs and violence. Repeated and shown enough some poeple may start to think is okay.

Lip Syncing and its importance.

Lip Sync
Its the technical term for matching lip movements with sung or spoken vocals.

If a video has really bad lip sync you find you get distracted whilst watching the video. You spend more time watching the lip movements then the video itself.

When considering lip sync in or music video we will need to consider,

• Make sure actors/band members know the lyrics.
• Look like the singer is actually singing. Do this by using a phone to play the song quietly and actor/band member sings along. Then when editing mute the clip.
• Make sure the actor/singer pronounces their words.
• Temp/ Rhythm. Edit the clip so that the syncing fits with the tempo of the music.

Panic! At The Disco: Girls/Girls/Boys

I put in this video because it has lip sync though out the whole video and has no cuts to anything other then him singing. The good thing about this is that he looks like he is singing with his body movements and facial expressions.