Planning - How I applied 'Uses and Gratifications theory'

How I am going to apply 'Uses and Gratifications theory' in my work

In order to target and appeal to my target audience I am going to apply the 'Uses and Gratification theory' to my music video. To gain my target audience I am going to have to try and use all four of Bulmer & Katz four reasons.

I am going to apply Personal Identity. This is going to be done through the age of my actors and through the fashion and role models. I am going to have my actors and members of the band wear clothing that will represent and relate the genre. These means clothes that are similar to 'The Script,' 'Green Day' and others similar bands that fit into the alternative indie rock genre. By applying this reason of the theory to my video, it will allow the audience to link the video and themselves to the genre and the same group, which is the 'Personal Identity.'

I am going to apply Integration and social Interaction through the use of a relationship. By showing the emotions between two characters within the story, the audience is going to be able to relate to it and find it more appealing. The audience is going to be able to identify with sections of the relationship, and will accept it easily. I am going to show this through still shots of the two characters being close and happy and also using flashbacks of them doing the iconic relationship actions. 

I am going to apply Entertainment to my music video through the use of escapism. This is going to be done through the story, which will allow the audience to feel the good and sad times in a relationship. The story is going to show a couple coming to terms with a pregnancy, showing the lows they both go through, the audience will find this appealing as they enjoy to feel the emotion the characters feel. What makes my video different from others, is it gives the audience the 'realistic' experience of what it is like for two teenagers to come to terms with a pregnancy. This realism makes the story more appealing to the audience, but it does let them escape from their own problems and focus on someone else for a time.

I am not able to apply Information into the music video. But through the use of the three other Bulmer & Katz reasons, I feel that I am applying 'Uses and Gratifications theory' to my video effectively.