Reception theory
Reception theory suggests that producers encode information in music videos and media texts for audiences to decode. Audiences may fail to decode information, or reject the decoded meaning.
A negotiated reading of a media text would mean that audiences are uninterested with the decoded meaning, they understand some codes, but not others, or there are multiple meanings that could be argued and negotiated, therefore the media text may be ambiguous (multiple meanings) in many cases this is used to the producers' advantage, as more controversy is created around the media text which causes more people to consume the media.
Oppositional readings of media texts would mean that the encoded meaning is understood, but rejected, as the specific audience has an opposed reading of the text, as they have decoded information differently to how it was originally intended to be received.
The music video for 'Time' by Chase and Status is a clear example of a music video that is thought-provoking, and that has a meaning which could be negotiated and argued. The music video presents an abusive relationship,and the effect on the children, this is an everpresent and sensitive issue, and has been dealt with delicately, the video appears to create sympathy for the children and the woman, however it could be argued that sympathy can be given to the man, as he doesn't appear to have control over his anger.
The music video for 'want to want me' by Jason Derulo is a clear example of a music video that creates a vast amount of controversy and moral panic, as the video features a woman who could be considered objectified for her appearance, therefore the audience would be concerned about impressionable girls' following in her footsteps and essentially copying her behaviour appearance, which may be thought to be inappropriate, therefore the music video could cause a stir, as it may be considered too derogatory for some viewers.
