Applying theories to my work

Narrative Theory 
Todarov is a Bulgarian literary theorist. He suggests most narratives start with a state of equilibrium in which life is normal and the protagonists are happy. The state of normality is disrupted by an outside force which has to be fought against in order to return to equilibrium. 
In my music video even though I had a narrative I felt that it started straight away and there was no clear protagonist, there was an equal balance and it was more of a fight between the 2 sides, however it could be viewed that the white demon played by Nick was the protagonist as he was representing the good thoughts, this could be connoted as the fight back to equilibrium due to using the black demons negative thoughts and turning it in to a positive. 

Barthes' code
He was a French semiologist, and he suggested that narrative works with 5 different codes which activate the reader to make sense of it.the first being action, a narrative device by which resolution is produced through action for example a shoot out, in my video I think it would be the fight between the 2 this shows the 2 sides competing against each other and shows the good and the bad, it is also therefore obvious to the audience who is on which side and that there is clear conflict. The second being enigma, a narrative device that teases the audience by presenting a puzzle or riddle to be solved it works by delaying the story's ending pleasurably. In my video I feel that the element of confusion added by not being able to see who is behind the sheets creates a mystery and at the start of the video the audience is un aware of which side the girl will take, this increases the audiences attention in the video as they want to carry on watching to see. 
The 3rd being symbolic which means connotations, this is used throughout my video to give the audience understanding of what is going on, connotations is given to something to reference something else, for example I used the colours black and white as black represents demons and fear whereas white contrasts and represents innocence and peace. The 4th is semi which means denotation this is like semiotics where something is inferred from a connotation for example from the colour black being used we can infer by the negative connotations that the character is bad and by the use of white we can infer and understanding from our pre determined connotations that the character will be good. We can then use this to expand our understanding of the storyline. 
The final one being cultural, a narrative device which the audience can recognise as being part of a culture for example a thug looking man in a gangster film is part of a mafia culture. This doesn't really apply in my video as no set cultures are obvious. 

Audience theory 
It is an element of thinking that developed within academic literacy theory and cultural studies. Some theorists have suggested that the audience is a construct made up by the rhetoric and the rhetorical the text is addressing.
The 3 main theories we can use to understand the relationship between texts and audience are the Hypodermic Needle theory, the Uses and Gratification model and the Reception theory.
The Hyper Dermic Needle theory suggests the consumption of media texts has an effect or influence on the audience, it is normally considered that this effect is negative. Audiences are passive and powerless to prevent the influence. The power lies with the message of the text. 
The messages of the media text are injected are injected into the audience by the powerful syringe like media. the audience is powerless to resist. Therefore the media works like a drug and the audience is drugged and addicted to what is fed to them.

The uses and gratification model is the opposite of the HNT (Hyper Dermic Needle theory) as the audience in this theory is active , the audience uses the text and is not used by it. The audience instead uses the text for their own gratification and pleasure. This theory emphasises what audiences do with media texts. The audience is free to reject, use or play with media meanings as they see fit. 
The theory suggests that the consumption of violent images can be helpful rather than harmful, the theory suggests that audiences act out their violent impulses through the consumption of media violence, therefore the audiences inclination towards violence is therefore sublimated and they are less likely to commit violent acts, therefore when they watch y video due to it containing some abnormal and what could be seen as violent acts according to this theory they will choose to ignore it and understand that it is not right to repeat it whereas the HDNT suggests that the audience will be injected with the imagery and forced to repeat it whether they want too or not. 

Recepeption theory is presented by a man called Stuart Hall, his theory considered how texts were encoded with meaning by producers and then decoded by the audience. The theory suggests that when a producer constructs a text it is encoded with a meaning or message that the producer wishes to convey to the audience, the message I wanted to present was what I had inferred from my lyric analysis and that was the idea of uses negative thoughts to turn in to something positive to be more powerful and having this constant battle between good and bad. In some instances the audience will either understand what the producer is trying to say or they will reject or fail to correctly understand the message.
He suggests there are 3 types pf audience readings which are Dominant or preferred, negotiated and oppositional. The dominant one is where the audience decodes the message as the producer wants them to do and broadly agrees with it. The negotiated is where the audience accepts rejects or refines elements of the text in light of previously held views. and the oppositional is where the dominant meaning is recognised but rejected for cultural political or ideological reasons.