Theory

The theory that fits this genre of video is by Leon Festinger, it is the 'cognitive dissonance' theory. The meaning behind the words 'Cognitive Dissonance' is to have an bad/uncomfortable or inconsistent feelings between two things or ideas that contradict each other at the same time (simultaneously). Leon Festinger claimed that people rarely change theory attitudes about something unless they are faced with overwhelming evidence against their view point. This theory suggests that people seek out confirmation of their view points. The reason that i have highlighted this theory is because most people stereotype alternative music such as 'punk/rock' to be depressing and miserably, however this is not the case, and most of the time people need the proof to help them to adjust their attitudes towards the genre. We want our video to be the proof to change at least one persons perception of the genre.
Another theory that might be relevant to my video and the style that it will be is, the 'pluralism audience theory'. which states that different audiences' have different views about the same thing. Audience The main target audience for my music video is people who stereotype 'out of the ordinary' people, people that believe that all groups of people such as 'emo's', 'goths' and 'punks' are all sad people and don't know how to have fun. The purpose of this music video is to show them that they are wrong to judge people like that, and that the video would be sufficient evidence to prove their beliefs wrong. The video isn't going to be aimed at a certain age range however, it may not be suitable for people under the age of 14 as they may think about copying some of the stunts within the video and may end up hurting themselves. i think the video would appeal more to people around the age of 17 to 19 as the people in the video will be roughly that age. They might be able to relate to the video.