Theoretical study into audience

Uses and gratifications
Blumler and Katz argued that audiences are ACTIVE not PASSIVE and approached and use media products for the following reasons.

1. Diversion
(a form of escaping from the pressures of every day)

2. Personal relationships
(where the viewer gains companionship, either with the television characters, or through conversations with others abut television)

3. Personal Identity
(where the viewer is able to compare their life with the lives of the characters and situations on television, to explore, re-affirm or question their personal identity)

4. Surveillance
(where the media are looked upon for a supply of information about what is happening in the world)


THESE IDEAS ARE RELEVANT TO OUR MUSIC VIDEO AS WE AIM TO APPLY THEM TO OUR PRODUCTION TO INCREASE AUDIENCE ENJOYMENT.

1. We are aiming to entertain the audience through the narrative we are using. Also the lyrics will link to the visuals keeping an interest and the effects will be a vintage/ old looking theme giving the picture a more film reel look.

2. We feel the video will be interesting and individual enough to be discussed within a group of people who are  fans of the artist and music genre. Also we will have a lot of performing scenes throughout the music video as well as the narrative which will act as the creation of companionship between the artist and the viewer.

3. This is a given idea with our music video as the audience will automatically compare their lives or experiences they have had to the characters on screen. This will allow them to explore, re-affirm or question their personal identity by comparing maybe how they reacted in a similar situation or maybe their own opinion on what is happening in the video.


4. The music video will demonstrate conventions of the indie-pop genre and some of the fashions and styles it includes and in this way it includes a lot of useful information.