While trying to find a theory that is applicable to my music video that I am creating for my FMP this year, I thought that Blumler and Katz's Uses and Gratifications Theory was the best one to apply to my music video because of the themes of loneliness and isolation present in it. To elaborate, for personal identity the viewer is able to relate to the male who is wandering around in a confused and low state of mind if they are also feeling the same negative emotions, they may even be suffering from depression, anxiety, bi-polar disorder etc. so seeing someone who is acting similar to them when they are suffering badly with their mental health condition may make them feel better as it is reassuring to them to know it's not just them feeling that way which is definitely cathartic for them. The way it includes personal relationships is because people will be able to find other people through the music video whether it is due to their love of Unknown Mortal Orchestra's music or the comfort the concept of my music video brings them knowing that they can relate to each other about their struggles and as a result hopefully they can bond over improving their mental health together.
The surveillance aspect of my music video is that negative emotions such as loneliness, isolation and sadness should have more attention brought to them and should be treated more seriously as they could lead to a situation where a person has a mental health condition because of the lack of action that was taken at the stage where they were just emotions and it becomes something more permanent as a result. The way my music video is able to be a form of diversion is because the video effects I plan to use mixed with the dreamlike sound of the song will create a very relaxing and visually hypnotizing experience for the viewer which is what will help them escape their mundane lives as it will brighten their day when they watch my watch music video that I am creating for my FMP as in general. I think my FMP will do a good job of using the parts of the theory mentioned to hopefully help improve people's sense of belonging and their ability to overcome their problems they face possibly because of the mental health issue they have.
(Filipovic, 2012)
(A picture of Jay Blumler and Elihu Katz, n.d.)
(Surveillance, n.d.)
Bibliography
Filipovic, J., 2012. Theory of uses and gratifications: A Review. Marketing, 43(3), pp.219-228. [Accessed 13 April 2020].
n.d. A Picture Of Jay Blumler And Elihu Katz.. [image] Available at: <https://corbytechmedia.weebly.com/uploads/8/9/4/2/894215/dkkdkdkdkd_orig.png [Accessed 13 April 2020].
n.d. Surveillance. [image] Available at: <https://s3.amazonaws.com/liberty-uploads/wp-content/uploads/sites/190/2015/08/surveillance_0.jpg> [Accessed 13 April 2020].
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