It has been broken down into 6 categories, of reasons why we consume different medias
- Information- one of the most obvious reasons why we would use media is to be informed. A simple example of this would be through news, whether it is consumed through newspaper, Radio, Television or the internet, we are using the media to get information on current affairs and world news.
- Interaction- this is the idea that we use media as a form of communication. A conventional example of this would be the use of radio stations, which are often live and include the communication of members of the public with opinions and ideas. However the most obvious, modern example of this is social media and how the media has made it a simple and fast way to communicate and interact.
- Identification- this is the idea that we use media to find similarities and connections with other people. For example, reality TV is often very popular as people feel that they can relate to the people featured in the programme, even though often, it is staged. By having this line of understanding that what is happening has a sense of truth to it, the audience uses the media to gain respect within themselves e.g if they were watching a reality programme including unwell people, it would make them identify their lives as better, and make them feel important.
- Education- similar to information, we use the media to gain information to educate ourselves. This can be done using the internet or even documentaries.
- Entertainment- The most common use of media is to entertain ourselves. Music, television, books and Films are the best examples of this as there are billions of examples which fit into different tastes and genres, suitable to entertain every single individual.
- Escapism- this is the idea that consumers use media as a way to get away from everything else happening in their lives. If we choose to watch a fictional television programme, we are aware that the world created in the programme is 'untrue' yet we are able to indulge in the storyline and gain attachments to characters. This can go hand in hand with identification, as people may use media to identify with characters, creating an escapism into the fictional world.
Applying The Uses and Gratifications theory to music videos:
The most obvious reason for watching music videos is for entertainment purposes. When it comes to mainstream pop artists, they will create a video with the purpose to entertain and draw in an audience. Often they will follow a narrative or will include dance or routines, therefore entertaining the consumers. For example, The video for Destiny Child's song 'Survivor' is a form of entertainment, as it follows the criteria of including dance routines and follows a simple narrative.
However, some music videos don't only intend on entertaining, but may be used to make you think or as a campaign which would put them in the interaction or education section. One example of a video which is used to campaign is 'where is the love?' by the Black Eye Peas, in which the group try to promote a happier world with no violence.
You may argue that if the video is being used to campaign, the Uses and Gratification theory is contradicted, as it is a form of advertisement and is trying to push an opinion onto the audience, through an escapism. This is why some people disregard the uses and gratifications theory, as it is easy to contradict itself. Many people argue that it is a naïve way of looking at media as it rules out the idea that media has so much power and influence over audiences. Many people lean towards the Hypodermic Syringe Theory, which suggests the complete opposite of Blumler and Katz with the idea that mass media has a powerful influence over our minds and has been proven to change behaviour.
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