Theoretical Study Into Audience - Uses and Gratifications

Our audience would approach and use our product for the reasons that Blumler and Katz argued, that audiences are active and not passive and will approach and use our music video for the following reasons:

Diversion - our target audiences are teenagers and young adults, these people can be pressured by the everyday stress of college, university, coursework and exams (teenagers) and work in general (young adults) and they could use our music video as a distraction to help them overcome the stress and to help them relax for a while.

Personal Relationships - our target audience could gain companionship with the singer in our music video, the audience may be able to feel like they know what the singer is going through. The narrative could also be a centre for conversation with others about the music video because of the fact that it could be viewed a lot of people included in the target audience and that some points in the video could be a topic for conversation, like the similarity/differentiation of our video compared to others.

Personal Identity - the target audience would most likely be able to compare themselves to the singer in our music video through the narrative that is told in the lyrics and represented through the video. They could see that they need to just go out and have some fun like the singer in the video does which would help them to answer a question on their identity and re-affirm what they should be doing.

Surveillance - this is something that the target audience wouldn't use our video for as we don't supply any information throughout the video and so the audience would only view the video for pleasure and nothing else.