Stanley Cohen's Moral Panic (And link to Tessa Perkins)

This theory came from Stanley Cohen's; "Folk Devils and Moral Panics: The Creation of the Mods and Rockers"

• A moral panic is a condition, episode, person or groups of persons that emerge to become defined as threat to societal values and interests. These people are known as 'folk devils'. Its nature is influenced by stereotypes within the mass media. 
• Moral panics begin when there are a projection of fears that surround a particular story or type of people.
• The media heavily influence and fuel these panics via films, TV, news, radio and any other media means
• the media stereotype and assumes the worst in relation to the panic and makes the consumer worry e.g. London riots. So they can over emphasise and repeat footage in order to scare an audience.
• The development of this theory came from his initial research into the mods and rockers and the conflict between these groups in the 60s. This group of teenagers caused mass panic at this time, and the newspapers exaggerated their stories as they had a lack of facts.

This theory has been developed over time and can now be applied to lots of different subcultures that have been labelled as deviant or dangerous by the media.

In terms of applying this theory to my music video, it could be used to go against stereotypes that people have of youths these days (lazy, rude etc) and try to change people's opinions of this group of people. 
This idea of challenging stereotypes can be linked to Tessa Perkins' theory of stereotypes...

Tessa Perkins argues that there are 5 assumptions of stereotypes, and that these stereotypes can be challenged in such ways...

• Stereotypes are not always negative
• They are not always about the lower class or less powerful in society
• Stereotypes can be held about one's own group
• Stereotypes are not always rigid and unchanging
• Stereotypes are not always false

So applying a mixture of these two theories to the creation of my music video could be to challenge certain stereotypes that people hold, to prove that stereotypes can be changed/challenged (not always rigid), and maybe even use certain stereotypes that are true to prove that even if certain stereotypes are true this is not always a bad thing.

New Health and Safety Production Assessment...

Here is a table I made on the possible hazards that could arise when filming my music video, and what we can do to prevent/solve any problems they may cause.

The Selective Filter Model

This theory was developed by Joseph Klapper in 1960, and it suggests that media can only be effective and have an impact on an audience once it has undertaken 3 stages. This theory ensures that the audience has an active role in how they choose ti apprehend or understand the message given, and what effect is has on them. 

Klapper suggested there are 3 stages involved:

• Exposure- This aspect says that the audience has a choice to engage with the media and what types of media they are exposed to. The audience must choose to view, read or listen to the content of specific media. Media messages can have no effect if no one sees or hears them. What the audience chooses depends upon their interests, education, work commitments etc.
• Perception- The audience can then choose whether they wish to accept the message being conveyed. The audience may not accept the message; some people may take notice of some of the media content but decide to reject or ignore others.
• Retention- The audience has to then remember the message in order for it to have an effect on the. The messages have to 'stick' in the mind of those who have accessed the media content. Research has shown that most people have a tendency to remember only the things that they broadly agree with. 

APPLYING THE THEORY TO MY MUSIC VIDEO...
I can apply certain aspects of this theory to the creation of my music video, for example, if the genre of my music video is not something that a lot of people enjoy watching then they will not choose to watch it and therefore the media message will not have an effect on them because they will not have seen or heard it. Then if my audience do decide to watch my video, they are all individuals and may choose to either reject or accept the messages being conveyed (similarly to Stuart Hall's Reception Theory). The final stage cannot be completed unless my music video is memorable for my audience, if it is then they will remember the messages being conveyed.

Uses and Gratification Theory...

I can apply this theory to the creation of my music video because it allows me to consider what 'needs' my music video will fulfill for my audience that will make them want to watch my music video. 
For example, it may allow people to become more aware of the world around them and the inequality that is in it (the surveillance aspect). Or it may allow people that are a fan of this genre of the music to interact and establish new relationships with people over the video because they both enjoy watching and listening to this type of music (the personal relationships aspect)