More Theory Research

Characteristics of new media
• There are many characteristics to new media, including social presence; media richness; interactivity and computers as social actors
• Social presence --> “the feeling that other actors are jointly involved in communicative interaction" (Short et al., 1976). New media causes consumers to feel their social importance in the product. Communication exchanges are sociable and personal to the consumer.
• Media richness --> different properties to media influence people’s perceptions and selections of media. This relates to music, as different people find different music a suitable form of communication.
• Computers as social actors --> individuals frequently treat a computer as a person. This also depends more on the social class and characteristic of the person.

my music video will be modern and compatible to new media, as this will reach out to a variety of people. This in turn will promote the band and the song. =D

Media effects model
• The theory is that people will simply copy from the media- the media influences what viewers (or victims?) do/say.
• The social conditions in which the mass media has developed has also changed the political views of the country.
• Views against this would state that the mass media focuses on communication between large quantities of people.
• For example --> watching violent programs on television increases aggressiveness.

my music video, in this case, would not promote negative aspects of society or culture; the band will be portrayed as inspirational and friendly (they are).
the main message my music video sends out is to be happy regardless of (love) issues, although the singer's personal message also applies.

=)