Examples of advertising in the music video Advertising for these particular earphones in the music video. Examples of obvious ‘Virgin Mobile’ advertising in the music video.

Examples of advertising in the music video Advertising for these particular earphones in the music video. Examples of obvious ‘Virgin Mobile’ advertising in the music video.

Lady Gaga – Telephone – Censorship Debates BBFC controls what is censored and what is not censored. They control what the audience hears, see’s and reads in the media. Because of the seemingly unlimited options we have, such as the internet, we can access things that we are not supposed to.

Lady Gaga – Telephone – Preferred Response If the audience responds in a ‘preferred’ manner it means that they have accepted the message that the producers of the music video intended. The story being told in the music video can be seen as ‘risqué, and if the audience responded in a ‘preferred’ manner then they will accept the story being told in the music video, and any other message that the producers of the music video intended.

Lady Gaga – Telephone – Oppositional Response The audience having an ‘oppositional’ response to the music video is the direct opposite of a ‘preferred’ response. This means that if the audience has an ‘oppositional’ response then they completely disagree with the message being put in front of them by the producers of the music video. In the case of Lady Gaga’s music video, an oppositional response would be the audience thinking that the video is basically ‘porn’.

Lady Gaga – Telephone – Negotiated Response A ‘negotiated’ response to the music video would mean that the audience accept the message from the video but they may read it in a different way. For example, the audience may look at the poisoning scene, in which Lady Gaga kills her boyfriend by poisoning his pancakes, may have been intended by the producers of the music video to show that Lady Gaga was trying to move on, but maybe the audience interpreted it as Lady Gaga being cold and ruthless.

Lady Gaga – Telephone – Participatory Response A ‘participatory’ response to the music video would be the audience getting involved in the production of the music video, maybe through Twitter or forums. A good example of a TV Programme with a ‘participatory’ response would be ‘X-Factor’ or ‘Britain’s Got Talent’. This is because the audience get directly involved with the show and decide who wins. For Lady Gaga’s music video the ‘participatory’ response would be the fans tweeting about the music video, or discussing it in a fan blog or fan forum.

Lady Gaga – Telephone – Cultural Competence Cultural competence is how different cultures may interpret media products very differently, compared to other cultures. The music video is one that is probably frowned upon very heavily in the Eastern parts of the world, where women are usually covered up because of their religion. In the music video Lady Gaga is wearing very little at some points, so this may not sit well with some cultures, but in other cultures it is looked upon as the norm.

Lady Gaga – Telephone – Fan Culture Fan culture is when fans create their own responses to media products. For the music video, fans will have tweeted about the music video, as well as discussed it with other fans on fan forums and fan blogs. Fans may create alternate endings, alternate meanings or even sometimes spoofs on the music video.

References Lady Gaga – Telephone: https://www.youtube.com/watch?v=EVBsypHzF3U