Theories in music videos

the cultivation theory/ the drip effect:

The cultivation theory suggests that over time exposer to media such as television and music videos will 'cultivate' the viewers perception of reality.
In relation the music videos this theory states that messages sent to the audience though the music video will have an affect on the audience.
For example:

•  In many mainstream music video you will see voyeuristic treatment of a woman's body  as stated by Andrew Goodwin. When a male audience sees a music video where women are represented in this way for example Robin Thike's 'Blurred Lines', they may also begin to treat woman in this way as they seen it in a mainstream form of media.    
• You may also see a  large number of music videos where alcohol and drugs are glamourised, when an audience, especially a younger audience see this they may believe that it is acceptable for them to act in a similar way and not understand the effects of this because they only see the glamorise side of it in the music video.