Active audience theory - Uses and Gratifications Theory

The uses and gratification theory is by Blumler and Katz, they ask the question why do people consume media?

Media is consumed for:

• Information - News papers, news channels 
• Personal identity - social media e.g. Facebook, Instagram 
• Entertainment - cinema, youtube, TV, music, radio
• Integration and social interaction - Facebook, twitter, tumblr

If our audience were going to consume our product for entertainment then we would use more colours and use a range of interesting locations as the plane and simpleness of a music video would not be very entertaining.

If our audience were going to consume our product for escapism then we would try to make the video look more like a fantasy and emphasise the fact that it is representing a story or event. Almost like a fairytale with tonnes down colours as if it was a dream.

If our audience were going to consume our product for information seeking then we would make our video in a more formal way, with slower editing that lets the audience take in an signs or information that we are trying to put across to them, like letting them read any text shown on screen.

If our audience were going to consume our product for personal identity then we would create a video  that shows the platforms that they can use to explore the them of personal identity such as Facebook, Instagram and focus the video on a storyline of someone who is trying to find who they are in life.