Ideology.

The messages and values our text will push at the audience is that everyone needs time to heal and no one should be ashamed to miss a relationship as our artist is trying to get over her last boyfriend, and she is finding it hard. I'm sure a lot of viewers will be able to relate to this. Another ideology that our video will give is that it is better to have loved and lost than to not have loved at all. This will be portrayed through the flashbacks, showing how happy she used to be. Although she is hurting now they are memories that she will treasure forever.

These messages can be described as dominant ideologies as they are ones that we are all familiar with as they have been pushed through many media texts before. Also we want the ideologies of our video to be dominant rather than alternative as we want a mainstream audience for our artist.

It also links with the generic conventions of a pop video as most pop songs are about love, aimed at teenage girls and are not controversial. But we can not know for sure how the audience will read these ideologies because although messages are encoded into the media texts, the audience can decode these messages how they wish. This is the theory by Stuart Hall of the encoding-decoding model.

Sam.