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Active Audiences and Music Videos: Re-Configuring Music Clips
Stockholm University, Faculty of Humanities, Department of Journalism, Media and Communication (JMK).
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In this article, I discuss the aspect of re-structuring media texts inmusic clips as part of audience’s media appropriation. Focussing onthe very moment of reception and interaction between media textsand recipients I analyse structural differences between the mediatexts temporal and sequential appearance and the patternsrecognised by the recipients. The discussion is based on an analysisof music clips by the German rock band ‘Rammstein’ and the wayin which fans recognise and interpret the music clips. I discussmeaning production as a bilateral process of construction andnegotiation. Media texts provide certain codes for meaningproduction and possess a specific structure supporting a preferred ordominant decoding. Audience’s reception could provide a similarstructure supporting a preferred recognition by the specificrecipient. This structure should be apparent through specificstrategies when decoding media text. Throughout my research fiveforms of such re-structuring have been detected: ‘Foreshortening’,‘Deletion’, ‘Sequential Re-sorting’, ‘Fragmentation of the MainStory’ and a ‘General Disregard’ for the media text itself. The aimof this article is to present these findings and to discuss them inrelation to the debate about active audiences and the concept of‘preferred reading’.

Place, publisher, year, edition, pages
2012. , 21 p.
Keyword [en]
media reception, Hall, preferred reading, re-structuring, media appropriation
National Category
Media and Communications
URN: urn:nbn:se:su:diva-78507OAI: diva2:540492
Social and Behavioural Science, Law
Available from: 2012-08-06 Created: 2012-07-10 Last updated: 2012-08-06Bibliographically approved

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