Uses and Gratifications Theory

Uses and Gratifications theory

The uses and gratifications theory was devised by Bulmler and Katz and suggests that users play a role in selecting and using media. The theory suggests that individuals look for media that fulfils their needs as a consumer.

These needs as a consumer are:

Diversion: The need to escape everyday life

Personal Relationships: The need for companionship and social relationships with others

Personal Identity: The need to compare and find out more about yourself

Surveillance: The need to know what is going on around us, i.e. celebrity lives

In terms of our music video, we need to keep the uses and gratifications in mind when planning and creating the storyboard.  The video needs to allow the viewer to escape their own life and any stressors and follow a story and situation that is not happening in their own life.  However, if they are following a situation in the video that is similar to their own in real life then this will link to personal identity as they will be able to compare what they’re seeing to their own situation, which may in fact make the video more successful in conveying a storyline. As well as this, even if the viewer is not experiencing the situation proposed in the video, they will still be interested because their need of surveillance is still fulfilled. Viewers get satisfaction from viewing and following other peoples lives even if they are staged. We already know that the actors in the video will be characters of similar age to the target audience, therefore the need of personal relationships will be easily fulfilled.