Uses and Gratifications Theory (Blumler and Katz Theory)
Blumler and Katz theory considers why people consume media and suggests it could be one or more, or all four of these reasons:
- Information
- Personal Identity
- Entertainment
- Integration and Social Interaction - you consume the media because groups that you wish to be a part of also consume it. (Actively seeking information about the in-group.)
I hope that people will watch our music video for entertainment purposes as well as maybe personal identity, so they feel as if they perhaps relate to the narrative or lyrics somehow. Equally I hope people will want to watch our video multiple times (not only because they will like it) but also in an attempt to fully understand the message we will create for the audience to decode.
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