Stuart Hall's Reception Theory (Queen - We Are The Champions)
As this video is a performance based music video, I believe that the preferred reading that the producer intended to put accross was to recreate the concert experience by having the flashing lights, shaking camera and the camera angled towards the stage a lot of the time. It also puts accross the fact that the band perform well live as well as in the studio. Another idea could be that due to the cheering fans holding up banners for them and screaming their names, the lyrics 'we are the champions' are proven as they have a fanbase and are looked up to by many people. It is an issue of showing their success or 'showing off' to show that they are established artists who have made it.
The negotiated reading could be that the audience don't like the music but realise that they are successful and can portray themselves in such a way as they earnt it. They could also find his outfit uncomfortable to look at but like the natural, laid back performance based video and the simplicity of it.
The oppositional reading could be that the audience dislike the music and think the video has no substance but is simply the band parading around in awkward unmanly outfits like toddlers, singing about their success. It can be taken as a stuck up attempt at acknowledging their own talents.
The negotiated reading could be that the audience don't like the music but realise that they are successful and can portray themselves in such a way as they earnt it. They could also find his outfit uncomfortable to look at but like the natural, laid back performance based video and the simplicity of it.
The oppositional reading could be that the audience dislike the music and think the video has no substance but is simply the band parading around in awkward unmanly outfits like toddlers, singing about their success. It can be taken as a stuck up attempt at acknowledging their own talents.
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