Thursday, 1 September 2016
Uses & Gratifications Theory
The uses and gratification theory was made to show how the audience receive information from the media text they are viewing. The theory says that people interpret media texts differently and that people have an active role in what they are viewing and how they decide to use this information. In this case I am looking at this theory for music videos.
The different uses and gratification are:
- Educational - when the audience can receive information or knowledge that can be educational.
- Entertainment - when the audience feel entertained and have feelings of 'escapism' from the world of work or school.
- Social Interaction - when the audience is able to strike up a conversation with others from consuming the media product.
- Personal Identity - when the audience is able to relate to the singer and/or song. And when they can find something in themselves from the video.