Unit 6: Critical Approaches to Creative Media Products Finn Baldran Jim Doherty

Task 2 For this task you must analyze the content of a music video and explain how it could be interpreted by different audiences and why.You must refer to a audience theory in your answer

Music video: Hit ‘em up by tupac Shakur "Hit 'Em Up" is a a rap song, which was later released as a music video, by Tupac Shakur a.k.a 2pac and his group the Outlawz. It was released on June 4, 1996, from the album All Eyez on Me. The song’s lyrics contain vicious insults to several East Coast rappers, chief among them, Shakur's former friend turned rival, The Notorious B.I.G, also known as Biggie Smalls. The song was recorded in Los Angeles, California at Can Am Studios in May 1996. Link: https://www.youtube.com/watch?v=41qC3w3UUkU

General public interpretation Upon its release, "Hit 'Em Up" received frequent radio airplay, which was attributed to the public interest in the ongoing feud and radio stations' desire to garner high ratings. However, some radio stations, such as the Los Angeles-based KPWR, refused to play it. "Hit 'Em Up" has been called "controversial," "infamous,” "disturbing,” and "brutal." Shakur's insults against virtually the entire East Coast scene of rappers were said to be ferocious.

Fans interpretation It caused disapproval from fellow rappers Kool Moe Dee and Chuck D, which are great fans of Shakur. They felt that although Shakur was one of the most substantive rappers of that period, he had gone too far with "Hit 'Em Up," causing some of his fans to turn on him, according to the two rappers.

Audience theory There are four main effects models for audience theory: hypodermic needle model, two-step flow, uses and gratifications and reception theory. I think that the all of these theories apply to the music video for “Hit ‘Em Up” The different effects models are a good way to show how and why different audiences respond differently to the same media product Hypodermic needle theory is basically when an intended message is directly received and accepted by an audience member, this is the case for message of the song that I spoke about earlier, where the audience directly picks up on what Tupac what trying to explain behind the violence of his text. Reception theory is when an audience member has to interpret a meaning of something based on their life experiences and cultural background, this applies to the thing I’ve mentioned before like the violent lyrics and the blame of him being shot directed straight to the East Coast rap community.

Audience theory The two step flow theory is when opinion leaders (famous people/ people in the public eye) pass information along with their interpretation onto others. This could apply to the following song where audience members take on Tupac’s opinions on subjects like violence, and dissing rap. This shows how different audience respond differently as some people may by more influenced by the opinions of famous people than others Another effect model is the Uses and Gratifications theory (UGT) which is basically when people use the media to gain specific gratifications, I think this applies to this song for peoples personal opinion about the dissing war in the Los angeles rap movement at the time, they may look to the song or the video to reinforce their personal thoughts, meaning that these people may be against Biggie Smalls and listen to the song to reinforce this belief, they then respond positively to the product as they think it lines up with their opinions, even though it creates a controversy of implying violence against others

conclusion Its very clear form my case study of “Hit ‘Em Up” that many different people can have many different interpretations of a media product. These different interpretations are dictated by peoples opinions, beliefs and thoughts on various issues and subjects. It is also based on what effect general ideas they had at the start and following the dissing to get gossip between their favourite artist.