BLUMLER AND KATZ'S USES AND GRATIFICATIONS THEORY CORE CONCEPTS…
BLUMLER AND KATZ'S
USES AND GRATIFICATIONS THEORY
Audiences can escape the mundanity of the real world and enter the constructed diegesis media texts offer. These texts tend to offer audiences a positive, comforting, visually interesting and interactive world.
We constructed a band identity that employs bright pastel colours and quirky, inventive designs that are visually interesting and provide a rich, exciting landscape that our audience can lose themselves in to escape the grey, mundane aesthetic of the real world.
We plan to have an interactive website that satisfies the audience's needs to feel in control of how they consume this media text; the audience has the freedom to traverse the website however they wish.
As are the positive and optimistic values of the band, the messages and mood of all the band's products shall be positive and contain messages of love, acceptance and fun. It's hard to escape the pessimism of the real world, which is constantly updating news media channels with articles of war and segregation. We want our band's products to create a rare place of positivity in a densely negative media landscape. This will hopefully attract our audience as they will be gratified by having a happy 'sanctuary' to disappear into that's apart from the sadness of the modern era (whether its from watching our band's video, visiting our website, listening to our album).
Audience members need to see themselves (their values, their gender, their sexuality, their politics) mimicked in the media to feel like they are being represented. Audiences can also construct their identity by taking characteristics from people who are shown in media texts.
We constructed a band with a female lead singer and three male instrumentalists, and pushed the female driven perspective in our early ideas for marketing. We intended to create an unconventional look for Casey that did not support the sexualisation of women seen in many media texts - her fashion sense was going to be unprovocative, using mix-matches aspects of everyday clothing to demonstrate her unique, quirky character. This fashion could inspire some audience members - particularly females - to pick more colourful, quirky apparel to project their own feelings of uniqueness.
The members would all be aged in their mid twenties, representing millennials /generation Y. The band will be shown to have values of kindness, which would challenge common stereotypes about young people being anti-social.
Casey's identity as a gay artist will be heavily publicised in her music and star identity, lending a much needed voice to the LGBT+ community in a densely heteronormative music industry.
Audiences substitute real relationships with relationships towards figures represented in the media. Media texts can also provide a focus for discussion in the real world with friends and family, enhancing real world relationships.
Our band will keep an intimate relationship with their audience through such things as competitions, social media and plenty of behind the scenes footage and images of our band meeting around London. This will satisfy the audience's need to feel a more personal connection with the artists because they will be able to experience what life is like for the band outside the confines of their work, placing the audience member in the position of a 'friend' to the band.
Upcoming events, such as tours and album releases, will be hyped over social media. This will not only satisfy the audience's need for information on the band, but will provide an occasion for friends and family who follow the band to eagerly anticipate and discuss in their own social circles.
Audiences can use the media to understand more about other people, cultures, and social groups; in the context of music, they will get an insight into the life of their favourite stars and learn about their cultural/social background.
The band will also raise issues that they feel are important to address on their website and on their social media - such as LGBT+ rights and women's rights. This will help inform people of contemporary issues that are affecting the world today and point people in the direction of more information and places where they can help. Pop stars such as Sia and Lady Gaga have both made issues concerning LGBT+ rights violations visible on social media, and it has proven effective in attracting lots of people to the issue and teaching them about why it is an important problem that needs solving.
Our band's products will convey a great deal of information about the band and the lives of the individual band members. This will satisfy the audience's needs to find out more about who the band is.