What do audiences 'get' out of watching music videos?

Blumber, Lazafeld and Latz' theory of 'uses and gratifications' primarily argued that audiences are not passive but actually active, therefore they selected media texts to fulfil different needs and desires. These three men argued against the Effects Model, which was a theory that came along in the 50's when parents looked at rock n roll and believed it would permanently change and harm their children, therefore they attempted to stop this 'new' type of media to protect their children.

The two main categories used by Blumber, Lazafeld and Latz are Diversion, which is a form of escapism from a mundane reality for the audiences. It offers a pleasure from imagining a more exciting and glamorous world. The second one is Personal Relationships which allows the audience to feel a type of relationship with the characters in a text, this can include familiar settings, direct address, privileged access etc.

Analysis from Rolling Stone's Top 10 list from 2014

OG Maco “U Guessed it"

The use of a handheld camera in this video applies to Personal Relationship's as it gives the audience a backstage feel, therefore making the audience feel as though they are there and have a closeness to the stars.

The use of Direct Address also adds to Personal Relationship's making the audience feel closer to the singer.

There is also a sense of Diversion as it shows a party lifestyle as they are in a luxurious Hotel, causing chaos very late at night, this adheres to the beliefs that celebrities are allowed to do anything they like.

Another use of Diversion is the use of Security Guards in the Mise-en-scene, as they are shown as powerless and therefore supporting the idea that celebrities can do what they like. It mainly creates a different world for the audience.

The artist is also shown as quite intimidating and powerful therefore appealing to the target audience as they want to rebel, and that is what the artist is showing to be through his music video.

Another aspect, not explored by Blumber, Lazafeld and Latz was the creative side of the music video in which the effects add to the music video to make it more appealing for the new youth growing up with advanced technology.

Disclosure “Grab Her”

The use of Personal Relationship is shown differently throughout the video as it is set in an everyday office setting which appeals to most of the target audience, being people from 16 to 35 years old, however it is showing the mundane reality, not the glamorous life of the artist.

There is also a stronger connection with the idea shown throughout the video and the target audience as there is a sense of mockery of the corporate world and the ways in which they are portrayed. It mocks the seriousness and makes the everyday lifestyle into a surreal life.

The rebellion to the corporate world shows how everyone feels the same way, therefore there is a shared value on the lacking respect for the corporate world.

It is appealing to the target audience as well as it is technically innovative by including gravity defying aspects.

As well as using comedic elements i.e. the use of the pissing on his head, or the fish on the ceiling.

The casting adds to the comedic elements as they use a funny man who plays the main character, almost showing the inner outgoing personalities of those who work in the mundane office workspace, therefore directly appealing to the target audience.

Hyuna “Red”

There are a lot of sexy elements that are used in this music video and several sexual connotations, i.e. the use of a large lipstick, nudity, close ups on her breasts, crotch, butt, the use of sexy and provocative costumes, promiscuous dance routines etc.

Through editing, the use of slow motion, a provides the audience with an opportunity to look at the body in detail. Invites the audience to leer and therefore eroticises the star.

The use of dismemberment through editing, sexually objectifies her, and goes against the sense of Personal Relationship's as the star is shown as just a sex object or a provocative object to look at, there is no use of personal elements to show her personality or interests.

The target audience would be youths as it will appeal to young boys as they will enjoy the display and therefore supports the idea that young men only think about sex and are going through a stage of sexual discovery in their lives.

It would also appeal to young women as they would look at the woman and want to be more like her, i.e. looking at her body, the fashion, styling etc.

Justin Bieber "Never Say Never"

There is definitely the use of Personal Relationships as we are in the recording booth, in which many of his fans would know is a familiar setting for him

The use of another celebrity in the music video shows further Personal Relationships, as if the audience/viewer is hanging out with both Justin Bieber and Jaden Smith