Audience task - applied uses and gratifications

 

This uses and gratifications theory developed by two theorists (Blumler and Katz) suggests that audiences uses media texts for various reasons. The reasons are listed below.

In relation to our music video, we believe that there are aspects which will be suitable and aspects that will not. For example, we believe that the audience will use the video as a diversion and a way of escaping everyday life. They will be able to escape due to the upbeat nature of the song. Additionally, the audience will be able to use the music video as a means of relaxation, enjoyment and emotional release because they will be able to reminisce about childhood memories and have an emotional connection with the video because of this.