Uses & Gratifications Theory...

The uses and graticfications theory is a way to understand how and why people actively seek out specific media to satisy specific needs. This theory is an audience centered approach which focus purley on audience habbits, needs and wants.

The theory, as developed by Bulmer and katz belived that the user seeks out the media source that best fulfils their needs.

The uses and gratifications theory assumes that audiences choose what they want to watch for five different reasons:

This video explains the theory it a bit more detail:

HISTORY:

Beggining in the 1940's, researchers began to notice patterns and trends in radio listeners who were conforming to ideas that supoort this theory, therefore, researchers decided to look further into why audiences were choosing specfic types of media to watch/listen/read. 

RELATING TO OUR MUSC VIDEO: 

When considering the audience for our music video it would be intersting to consider this theory to see if we can include anything that media users are looking for; drawing them to our music video product. I stongly belief that we will achieve the reason of 'personal identity' as the viewers will be able to recongise Alex and Jade as being pupils in the school and they might be able to relate to the themes that we cover as relationships and mental health are rather prominent in society today.