He believes it is essential to situate young people's media use within the context of their other social activities and experiences due to the fact that many young people are using the media as a wallpaper: a wall of noise to fill up 'down time' or just to pass the time due to boredom. That many of their interactions with the media are not contrived, committed or concentrated but fleeting, visceral and meaningless.
With this in mind we can have a focused audience:) - deliberately choosing a music video to watch and carefully looking at the contents.
OR an ambient audience - that will have videos on in the background and will take in the content with glances.
Focused audiences can be catered for, with: innovation, strong narrative, clever use of effects, detail, use of symbols for meaning. Content that will reward with multiple viewings.
For our music video, we accommodate for both these types of viewers.
For the people that put it on for the sake of it and don't actually watch it.
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