Audience theory: Katz and Blumler's Uses and Gratifications theory

Here is a really useful presentation I found online, explaining Katz and Blumler's (1974) 'Uses and Gratifications' theory. Like Staurt Hall's audience reception theory, this approach recognizes that audience members have an active role in interpreting a media text, and that consumers are responsible for choosing media texts to meet their needs e.g

• Identity 
• Education 
• Escapism 
• Social interaction 

This theory can be applied to our music video, as some audience members may be drawn to our video, particularly for themes of identity and escapism.