Denis Mcquail & Blumler and Katz

Aside from researching target audiences, peoples favourite videos, what it is that makes them likeable and rememberable, it was also important to look at why they watch these videos. We looked at a theory by Denis Mcquail professor of communication and a second theory by Blumler and Katz, of various uses and gratifications of why people use and consume media. The theory is a popular approach to understanding mass communication, and places more focus on the consumer or audience instead of the actual message by asking..

" What people do with media "

rather than

" What media does to people"

-Blumler & Katz 1959

The theory assumes that members of the audience are not passive but take an active role in interpreting and intergrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs and suggests that people use the media to fulfill specific gratifications...

1. Diversion -escape from everyday problems and routine
2. Personal Relationships- using the media for emotional and other interaction e.g. substituting soap operas for family life.
3. Personal Identity- constructing their own identity from characters 
4. Surveillance- Information gathering, weather reports, educational programmes, holiday bargains.

From this Denis Mcquail suggested a more detailed breakdown of audience motivation...

1. Information- finding out about relevant events. seeking advice, general interest
2. Learning- self-education
3. Personal Identity- finding model behaviour, gaining insight into yourself
4. Integration and social interaction- gaining inside into others circumstances, enabling people to connect with family, friends and society.
5. Entertainment- escaping, relaxing, sexual arousal, emotional release.

By knowing all of these it enabled my group to understand the reasons why individuals would search and watch our music video, and by knowing what needs they are trying to fulfill we can adapt our video to suit those requirements. We also looked at as Maslow's hierarchy of needs which can be applied to anything..not just media as an additional piece of basic knowledge about needs so we could see if our music video fitted in an any stage.


..here is a print screen on my work.