Gratification of Media

McQuail (1983) classified the following common reasons for media use:

Information
- finding out about relevant events and conditions in immediate surroundings
society and the world
- seeking advice on practial matter or opinion and decision choices
- satisfying curiosity and general interest
- learning; self education
- gaining a sense of security though knowledge

Personal Indentity
- finding reinforcement for personal values
- finding models of behaviour (to some extent)
- identifying with valued others in the media (in this case a music artist)
- gaining insight into oneself

Intergration and Social
- gaining insight into the circumstances of others; social empathy
- identifying with others and gaining a sense of belonging
- finding a basis for conversation and social interaction
- having a sunstitute for real-life companionship
- helping to carry out social roles
- enabling one to connect with family, friends and society (mainly friends)

Entertainment
- escaping, or being diverted, from problems
- relaxing
- getting intrinsic cultural ar aesthetic enjoyment
- filling time
- emotional release
- erotic/sexual arousal
How is this releavent to my music video?
I think my video presents an opinion of the Americanisation of other cultures. I am going to present my ideas and opinions on this topic using characters and prossibly the use of reverse editing. I think that I also cover the 'self education' aspect of this title. I will try to educate my audience about the negative parts of Americaisation.
I think this is the category that my music video will link to my video most out of all the others. The narrative in my music video is all about personal identity and people changing to fit in with others. As my video gives a more negative portrayal of Americanisation, I think the audience will definatly gain insight to themselves and identify with other people in the media. I think this is a strong category because I think that people are influenced by idols; I don't know if it will find reinforcement in personal values, because it depends on the individuals opinion before the viewing. I think it could be quite reinforcing, posative and appealing if they agree with the opinion.
I think my video could provide (to some extent) cultural insight and insight into social roles.
I don't think my video contains some of the aspects like escaping or diverting from problems.