Theoretical Study - Uses and Gratifications

Blumer and Katz argued that audiences are ACTIVE not PASSIVE and approached and use media products for the following reasons:

• Diversion = a form of escaping from pressures of everyday life
• Personal relationships = where the viewer gains companionship either with the television characters, or through conversations with others about television
• Personal identity = where the viewer is able to compare their life with the lives of characters and situations on tv, to explore, re-affirm or question their personal identity
• Surveillance = where the media are looked upon for a supply of information about what is happening in the world

Reasons why an audience would approach are music video:

1. We don't think that the audience would be entertained by our music video. It won't be entertaining like a music video such as 'Gangam Style' - the video is just people dancing and having a laugh, but it will be entertaining in the sense that it will look aesthetically pleasing to the audience.
2. Audiences would approach our video because it conveys personal relationships. This is because the singer is singing to the audience and people can relate to the lyrics. We also use a few close ups in our music video, so the audience can see the emotions in her face, to make the story realistic for people to relate to. If the viewer was experiencing a similar emotional situation they would be able to relate to the artist and feel compassion towards them. 
3. Our video also shows personal identity because we show the artist in many different costumes and hairstyles and this allows the viewer to identify with the artist in this performance and with these different outfits and hairstyles, she is portrayed as an aspiration in terms of looks/lifestyle/representation.
4. Surveillance is also a reason audiences would approach our music video because our audience is mainly girls, and the video will give them inspiration for outfits and the new fashion trends.