Application of Uses and Gratification Theory

Information
 
• finding out about relevant events and conditions in immediate surroundings, society and the world
• seeking advice on practical matters or opinion and decision choices
• satisfying curiosity and general interest
• learning; self-education
• gaining a sense of security through knowledge
  
  
  Personal Identity
   
• finding reinforcement for personal values
• finding models of behaviour
• identifying with valued other (in the media) 
• gaining insight into one's self
  
  
  
  Integration and Social Interaction
   
• gaining insight into circumstances of others; social empathy
• identifying with others and gaining a sense of belonging
• finding a basis for conversation and social interaction
• having a substitute for real-life companionship
• helping to carry out social roles
• enabling one to connect with family, friends and society
  
  
  
  Entertainment
   
• escaping, or being diverted, from problems
• relaxing
• getting intrinsic cultural or aesthetic enjoyment
• filling time
• emotional release
• sexual arousal

Audience members are likely to watch our music video generally for personal identity and entertainment purposes. Whereas audiences are likely to watch Miley Cyrus' video for her new no. 1 'Can't Stop' because it is a topic that is currently talked about within the media because of how controversial it is and the varied responses it has gained, most people will have watched this video because everyone is talking about it and therefore it meets their social interaction needs. Our music video is focused on the emotional narrative which, because of the sensitive topic, will allow audience members to find reinforcement for personal values, provides emotional release, escaping their own problems and gaining insight into one's self. The narrative centers around a relationship - which is something the audience will be familiar with and therefore allows them to relate to.