Audience Research- Consumption Habits

The Uses and Gratifications Theory provides a number of reasons why the audience choose to watch any music videos that they consume.

Uses and Gratifications Theory:

 The Uses and Gratifications Theory is an approach to understanding mass communication. The theory centres around the consumer, or audience. It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory suggests that the audience have specific gratifications that they want to be fulfilled. Therefore the audience are responsible for choosing media that will meet their needs.

The theory gives a number of reasons  for why the audience will choose a specific media:

1. Education: allows for the audience to gather information, knowledge and understanding.
2. Entertainment: to provide the audience with some enjoyment whilst consuming the media.
3. Social interaction: media products may give the audience a topic of conversation/debates between groups of people.
4. Escapism: Some consumers may view a product to forget about their worries temporarily.
5. Arousal: The audience may consume a product for sexual arousal or gratification.

Therefore there can be a number of combined reasons why individuals will choose to watch a music video, and the audience are actively searching to view these products.

How will this be used in my music video?
 By interpreting the Uses and Gratifications theory, I can now decide the reasons that I want to use and incorporate into my video to attract the audience. The main features from the list above that I would like the audience to view my product is for entertainment and escapism.