Theory

McDonaldization is a term invented by George Ritzer to describe a sociological phenomenon that is happening within our society.
This theory suggests that within society, diversity and originality lack within media products and many other products such as fast food chains. The theory first arose when Henry Ford began a much more efficient way of producing his line of cars.
Though this was a good very good idea, the products being produced lacked originality and started to dominate over many other smaller automobile companies.
In my work, I will aim to avoid this theory by for example; not sticking to the rules. In this sense I mean that I will produce my music video, applying to some conventions of music videos, and challenging others. This will hopefully make my video more original, and attract audiences it did not before.


Simon Frith argued that bad music is needed for the concept of musical pleasure. He says that tracks which are clearly incompetent musically; made by singers who can't sing, players who can't play etc. have an impact on whether or not we think other tracks which are competent musically are good. When selecting the music for my video, I will find the best possible track that is available copyright free hoping that people will think it is musically competent.

Lawrence Grossberg’s theory is that the lyrics in the music have an effect on popular culture within our societies. Some of the effects are good but this is not always the case. To avoid any of the lyrics in my music effecting popular culture in a bad way, I have ensured that the lyrics are suitable for all ages and do not address issues such as political views.