Audience Theory

David Morley theorises that audiences read media texts actively and so can react in different ways to what you present - either Preferred, Negotiated or Oppositional.

• A preferred reading of our video would be that the audience see's the clown as honourable, and side with him. They disagree with the woman cheating on her boyfriend, as well as her valuing money above anything else. They should have a negative view of the rich man also, as he uses money to buy the woman's affections and encourages the affair.
• Negotiated reading's take into account the above points, but people have their own personal reading. They may expand the narrative by imagining things which they have witnessed in their own life. People may also recognise that the video presents a limited view of the situation, from mainly the clowns perspective.
• Viewers may oppose completely the idea's presented in our video. They could think that the clown should have found a 'real' job to support his relationship, and that the woman left him for legitimate reasons. They may also think the video is so limited and biased that it portrays the characters too negatively.

The people who would take an oppositional view could have been in the woman or rich man's place themselves and therefore might agree with their choices. People outside of our artistic target audience may think the clown is deluded pursuing this career, and they might not value his persistence.

I think that most people who watch our video will follow our preferred reading, though we need to ensure they do. We will do this by focussing on the emotions of the clown, showing how badly he is affected. The rich man will be dressed in black and will represent people our audience think are dull and conformist. The woman is dressed provocatively, which our female demographic will see as untrustworthy.