Uses and Gratification

 Uses and Gratification Theory

Surveillance:

The use of media to acquire knowledge, information or understanding for a subject. For example, somebody might watch the news to gain knowledge of current affairs.

A music video example that I have analysed would be Blinding Lights by The Weeknd, which aims to give an insight into the struggles of somebody who can't come to terms with their emotions. The video gives people more knowledge about the topic, even if they don't realise it. The target audience of young adults, who may well suffer from heartbreak (or at least are in a relationship) so they would be able to understand the meaning behind the video and appreciate the insight into a new perspective.

Personal Relationships:

The use of media to produce a topic of conversation between others. For example, two people might watch a film and then discuss their thoughts about it.

A music video example that I have analysed would be Blinding Lights again. The vague, strange narrative of the video provokes conversation between viewers, who may try and decipher the meaning behind it. This helps to build the relationship between these people, potentially forming new friendships or strengthening existing ones. Another point is that the video's meaning, as mentioned above, is about relationships. This adds another dimension to the video in that people can identify values that may relate to them regarding relationships, which may cause them to act differently if they find themselves in a situation similar to the one depicted in the narrative.

Personal Identity:

The use of media to identify values that reflect yours, or things that you aspire to be. For example, somebody may read a fitness magazine because they aspire to be physically healthier and stronger one day.

A music video example that I have analysed would be Smash Mouth's All Star, because it inspires people to try their best and do something positive. People watching the video may feel more motivated to do things that they wanted to accomplish in their life. The broad, mainstream target audience would gladly take the uplifting message in their stride, as it is something that everybody could be inspired by due to it's open-ended application.

Escapism:

The use of media to escape from the real world and immerse oneself in a fictional setting for entertainment. For example, somebody going home from work to play a video game, detaching themselves from the real world and immersing themselves in a virtual setting.

A music video example that I have analysed would be Animals by Martin Garrix. The Animals video is very surreal and clearly fictional, yet aims to immerse the viewer in an exciting, carefree setting that is free from any worries that the viewer may have. The video allows the viewer to escape their life and, for the few minutes of the video, enjoy a blissful fiction.