Gratification Theory

The gratification theory is essentially what the audience are getting out of the video. This approach focuses on why people use particular media. This theory originated in the 1970's/1980's from a Functionalist perspective. It presents the use of media in terms of the gratification of social or psychological needs.

My video would fall under the category of 'entertainment' as the audience would watch it to gain a sense of escapism, relaxation, filling time and allowing emotional release. Through the use of gratification model, the audience become active and use the text instead of being used by the text. As a result, the power lies with the audience and not the producer.

I am happy with the fact that my music video is something that will provide the audience with escapism, especially for my target audience. This is because people of that age (16-23) will be dealing with exams, work, relationship and maturity difficulties and stress. Thus they can reach out to our music video and enjoy what it is offering to them.