The Cultural Effects Model

What is the Cultural Effects model?
The Cultural Effects Model is the idea that audiences ideology of texts are constructed over time - instead of immediately - by seeing various amounts of different media  products, additionally known as the drip effect. This is because the frequent ideas slowly 'drip' into our minds, ergo eventually forming a fundamental portrayal of media texts.

How is it used in music videos?
Initially, it has been used in several ways in contemporary music videos. Despite this, the fundamental portrayal of females and their beauty has been formed so that women are seen with similar traits throughout the media. This constructs an idea of what is defined as 'beauty', and due to this idea of having a similar portrayal of females throughout many media texts, this is seen as normal. This is why it is believed by many individuals.

This is shown in different music video texts, but is usually shown in videos that convey the idea of voyeurism, and the impression that 'sex sells'. This is shown in these sort of music videos by females wearing minimal clothing, and using their bodies to entice the audiences, and attract them.
This applies to the drip effect whereby overtime, this has become the norm, and by looking at the most popular videos on YouTube to date, these characteristics have all been met.
For example, Rihanna's video for 'Pour It Up' is very sexual, and we see many shots of her in seductive positions, as well as clothing. In addition, Nikki Minaj's video for 'Anaconda' has attracted massive worldwide attention, due to the sexual nature of the video.
These videos are examples of how we are encouraged to see women in their beauty, and is becoming a normal aspect due to it's frequent occurrence in the media.

We are not going to use this technique in our final music video. This is because our music video will promote an immediate idea, rather than a gradual idea throughout several videos. Additionally, the aspects in our video are already ideologies that currently prominent in existing media texts.