THE CULTURAL EFFECTS MODEL

The Cultural Effects Model is a theory which suggests that media influence on audiences isn't immediate but actually works over a period of time. This has been associated with Neo-Marxism and has been known as the 'Drip, Drip, Drip Effect'. When compared to Music Videos it can be seen in both lights. Cultural stereotypes and trends which can be seen in music videos can affect audiences and influence their behaviour while music videos also adapt and are based around cultural trends and celebrity influence.

A prime example of the Cultural Effects Model in use within Music Videos is the raised expectation of 'beauty' and attractiveness when it comes to both men and women. This includes, weight, body types, muscular definition and facial features. 

The music video for Can't Remember To Forget You by Shakira ft. Rihanna is based around the attractiveness of both female artists. The song has no relation to the sexual nature of the video and the sexualisation of both women is the almost a distraction from the song and the lyrics. The view of the 'Ideal Woman' in society has been changed by music videos like this where the artists rely on being seen as attractive rather than talented. 

The ideological representations of sexual attractiveness and how women are seen in this video implies that women have to be of an extremely high standard in all aspects of beauty to be considered 'ideal'. 

This theory also applies to men, which is clear by the amount of music videos led by male artists in which semi-nudity is also a necessity. 

Jason Derulo in his video for Trumpets can be seen topless quite frequently to display his abs and overall muscularity. This, just like with women, our beliefs and values are altered by this long-term exposure to men and women in such amazing physical condition that it influences society's expectations of people and how attractive they have to be to be attractive. 

 

Our music video is going against the rising cultural stereotypes that are evident in music videos and other mediums. Our narrative involves our main character of an average build for a teenager dressed in pyjamas, exploring his environment. We are not relying on baring skin or showing flesh to create an audience for our video because we want our video to reflect the lyrics and feel of the song. Being semi-nude will not fit into the ideologies we have in mind to show supernatural activity and creepy spiritual activity.