They select products they want to
engage in based on their interests and
desires.
This idea links in with my music video for instance the style of genre
and the style of music video itself will attract my target audience
due to my music video being catered to their interests nd desires.
Fpr instance individuals will view this media because
they are interested in the hip hip/ rap genre.
Pic N Mix - audiences pick and mix what
texts and products they consume
Argues audiences do not have
to consume an entire media
product
Blumler and Katz
Uses and gratifications theory
Have to fulfil one of the
following when choosing a
form of media
Identify- Recognise
product, the role model
reflects same values as
yours
Educate - able to
acquire knowledge
Entertain- media
consumed should
provide
enjoyment, sense
of escapism
This links in with my music video as its purpose is
to provide entertain, therefore an audience will
choose to view this type of media
Social
interaction-
media product
spakes debate
from topics
produced.
When audience actively seeks
out media ,they are typically
seeking it in order to gratify a
need.
Focuses on why people use particular media
rather than on content
This theory relates to my music video as
the requirements that audiences use to
choose a media product will be fulfilled. For
instance my target audience will be able to
identify with the genre due to its narrative
about love, they will also be able to relate to
the artist as my target audience and the
artists themselves are around the same
age.