Planning: Theory

Uses and Gratification Theory & Aplication of the theory

Uses and Gratification theory suggests that audiences made choices about how and when they consumed media texts. Far from being a passive mass audiences were made up of individuals who actively consumed texts for different reasons and in different ways.

These are the four reasons that Uses and Gratification theory suggest for consumtion of texts:

Diversion (Escapsim)

Personal Relationships (Using the media for emotional interaction)

Personal Identity (Following fashion and role models)

Surveillance (Information gathering)

How I will apply this theory to my work

I believe that I can apply Uses & Gratification Theory to music video when trying to gain and target audience groups. This will be making sure that the music video shows evidence according to the theory.

I will apply Personal Relationships (Using the media for emotional interaction) to my my groups music video by showing emotions of the main character displaying his boring, tedious life through his emotion. This will give the audience the chance to relate with the music video and this will mean they will consume it through the identification and self-relation to the plot and characters within the video. I will try to address this by using shots of things such as close ups on the main character to show his feelings and emotions

I will apply Personal Identity (Following fashion and role models) to my groups music video by having the characters in the narrative wearing clothes that represent the genre and his characters. These will be clothes that fit into two different styles,Smart/young and dance. these two styling of clothes are what attract the targeted audience of the the teenagers. Applying this part of the theory when creating my video will allow the audience to consume and appreciate/link to the video in terms of seeing themselves and the main characters as part of a 'social group'.

I will apply Diversion (Escapsim) to my music video through the use of my narrative. This will be done by giving the audience the chance to go on a 'emotional journey' through the highs and lows of the narrative. The narrative shows the sadness of the characters life  which audience will be able to connect and sympathise and then in relation to his dream relate to the craziness and happiness.