The 'Uses and Gratifications' model represented a change in thinking, as researchers began to describe the effects of the media from the point of view of audiences.
The model looks at the motives of the people who use the media, asking why we watch the television programmes that we do, why we bother to read newspapers, why we find ourselves so compelled to keep up to date with different media texts.
The idea behind the model is that people are desired to fulfil or gratify certain needs, so instead of asking how the mass media uses us, it asks how we as people use the media and its broken up into 4 different sections; surveillance, personal identity, personal relationships and diversity.
Surveillance: is the idea that people feel better when they know what is going on around them and its all about awareness because we as people use the mass media to find out what is going on in and around the world looking for knowledge and security, this is shown in Lily Allens new music video because she is talking about current issues that are taking place within the music industry at the minute.
Personal Ientity: explains how being a subject of the media allows us to posistion ourselves within society and becuase of this many band members often become role models to young people because they aspire to be like that person and thats what gives that person their identity within society.
Personal Relationships: we as people can for relationships with the media but aslo use the media to form relationships with other people, for example the television plays many forms of media and becuase of this we form a sort of relationship with is because we will sit there and watch it for endless hours and we dont even have to say anything, if for example one of the characters in a programme dies, we as people can feel emotions although we know nothing is happening and this is a media relationship, the second idea of personal relationships is using the media within relationships, for example if we like soaps and we find someone else who does we can form a sort of relationship because we can talk and discuss certain matterswith that other person.
Diversion: watching or listening to a form of media can be classed as escapism because we are watching it to get away from our own lives however sometimes we watch it to reelate to certain characters because its nice to know and we as humans like to know that people are going through similar things to what we are, examples could include poverty, teenage prenacy, ect.
How the theory relates to my music video
My music video is a live performance video with a narrative extract, this relates the the uses and gratifications model because I want the viewers to form personal relationships with the video and for it to inspire them not only to find their personal relationship with the video but to inspire them in everyday life, for example when I watch videos like the one I will be creating, it inspires me to go out there and create music and I want to create this link between people and this video not only this but the abstract element forms a story of love that develops through the video.
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