Blumer and Katz say that the audience have social and psychological needs and that they use the media to satisfy those needs and to gain gratification. I decided that this theory sees the audience as active and making motivated choices. The approach focuses on why people use particular media rather than the content. We decided that this was a theory which we would try and apply to our film idea. Our audience will have to pay close attention to the narrative of the music video to enhance the full effect that we will try to achieve from our film. There are two ways in which our audience will be able to use our video, these being- Entertainment and Social interaction/integration. Entertainment- Our target audience will watch our film to escape from everyday problems such as stress and the video will provide them with the entertainment that they seek. They will also be able to fill their time by watching the video and escaping day-to-day worries. Social Interaction/integration- Due to the fact that our song choice and video is quite relatable in regards to the storyline and characters, this will cause a topic of conversation for family and friends who had also decided to watch the video, this will allow family and friends to connect with each other.
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