The uses and gratifications theory is an approach that aims to understand mass communication. This theory focuses its attention on the consumer instead of the message and asks the question, what do people do with media, rather than what media does to people. The theory says that audiences are responsible for choosing media that meets their needs (fulfills specific gratifications). This theory can be seen when people are choosing which music videos to watch. There are many different types and we choose a particular one to fill a certain need.
Music videos are primarily used for entertainment factors and this goes for my video as well. Following this basic model of entertainment laid out by U&G theory, my video will enable people to fill time, relax, divert from their problems (allowing some escapism), and hopefully have an emotional release.
I aim to produce a video that is going to allow my target audience to experience all of these things and fulfill their own specific gratifications.
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