Uses & Gratification

Uses & Gratifications 

This theory was first created in 1948 by Lasswell, he came up with four categories to why individuals consume media these four are surveillance, correlation, entertainment and cultural transmission. 

Researches Blulmer and Katz expanded this theory and published it as their own in 1974, stating that people watch media for diversion, personal relationship, personal identity and surveillance.

Diversion- Audiences will watch media to escape from their everyday problems and routine. Fiction films are perfect in sending audiences into another world, advanced CGI, 4D and IMAX technology has made it easier for audiences to submerge into media and be distracted from there daily life.

Personal Relationship- Audiences will use media for emotional interaction for example people watch reality TV so they can look into the world of someone else, this gives them the illusion that they are connected with the celebrity. This is also common within films, directors will position the audience to care for the main character so they develop a personal relationship heightening there reaction to what happens to the character in the plot.

Personal Identity- Audiences watch media to find themselves reflected in texts, soap operas are consumed by audiences as they deal with real life situations what they can relate to, this helps them connect with the characters and gain a relationship.

Surveillance- Audiences watch media to gain information for example people watch the news to gain knowledge on current issues and events. Documentaries are also for surveillance as they help audiences gain a wide knowledge on a certain subject.

Sorry Not Sorry Music Video 

This music video has been created to seem as though we are seeing an insight of Demi's life. At start of the video it states that the images for the music video are from Demi's house party, audiences will feel as though they are seeing a part of the stars life regardless of the video being clearly staged and heavily directed. This will attract people who watch media for division as they can escape into someone else's life.

Throughout the music video we see videos which have been filmed with a low quality camera the director has done this to give the effect that it is a home film implying we are seeing a true snippet of the stars life. Audiences will watch this video for personal relationship as they feel they are close to the artist and part of there life.

The target audience for Demi Lovato are young adults, so a house party is a subject what the audience can relate to. People can look at this music video and watch it for personal identity as audiences can see themselves in the text as the mainstream audience stereotypically go out partying.Overall this video is used for entertainment linking with Lasswells original uses and gratification theory.