Uses and Gratifications theory

Question	Answer
Uses and gratifications theory applied to music videos	Katz and Blumler believe that at least one of these uses are fullfilled by forms of media...
Identity	The audience are able to recognise the product or person on the screen and they share similar values. this is useful for music videos as the viewers are able to connect with the artist which leads to the creation of a fan base creating a pre-audience for future work.
Educate	The audience can gain a knowledge or understanding about a particular topic by viewing the media they are presented with.
Entertainment	Viewers of media should enjoy what they are consuming and it should provide a sense of 'escapism' where the audience can forget about everyday life. Music videos give the audience a sense of enjoyment as they are able to believe that they are part of the video meaning the can forget about their worries temporarily.
Social interaction	Products are able to produce conversations between people and can start debates. This means that people are able to share a common ground, for example people who are fans of the same artist are able to share their opinions their video and a community is therefore created.

Resource summary

	Created by harriett291559920 over 9 years ago