Planning - Applying Uses and Gratification Theory

How I will apply this theory to my work

I believe that I can apply Uses & Gratification Theory to music video when trying to gain and target audience groups. This will be making sure that the music video shows evidence of the four reasons for media consumption according to the theory.

I will apply Personal Relationships (Using the media for emotional interaction) to my my groups music video by showing emotions between the two main characters within the narrative half of the story. This will give the audience the chance to relate with the music video and this will mean they will consume it through the identification and self-relation to the plot and characters within the video. I will try to address this by using shots of things such as 'flash backs' of when the two main characters within the narrative hugging, kissing and crying.

I will apply Personal Identity (Following fashion and role models) to my groups music video by having the characters in the narrative and band members wearing clothes that represent the genre. These will be clothes that fit into two different styles, Rock and Indie. these two styling of clothes are what attract the targeted audience of the 'Plain White T's'. Applying this part of the theory when creating my video will allow the audience to consume and appreciate/link to the video in terms of seeing themselves and the band as part of a 'social group'.

I will apply Diversion (Escapsim) to my music video through the use of my narrative. This will be done by giving the audience th chance to go on a 'emotional journey' through the highs and lows of the narrative. The narrative shows the sadness of relationships, which audience enjoy to feel the emotion of characters and the narrative ends in a happy way. This gives the audience that 'fairy tale' expierence of that every thing ends a happy way.

Applying these three sections of the theory will increase adueince consumption and the target my specific audience giving them the conventions of the 'pop-rock' genre that they wish to see.