Audience consumption habits – Uses and

Gratifications theory

By Rebecca Burrell

I wanted to know whether my audience viewed music videos on a daily basis because it shows me the extent of interest my audience has for music videos. These results shows that majority of my audience doesn’t watch music on a daily basis, but they do in fact watch them quite often. This shows that my audience has quite a large interest in music videos.

These results show that the majority of my target audience use music videos for escapism. I will keep this in mind because it means that I have a window of opportunity to put a little more depth and

meaning into the narrative of my video as well as interesting visuals if I so desire.

Here we can see that majority of my audience do not use music videos to fit in with their peers. This is quite a neutral response for me as the purpose of my video is to inform, not to become some kind of trend or staple for people to use to fit in with one another. However, in some cases the video will be talked about amount peer groups which will

expand its credibility and audience.

These results tell me that just over half of my target audience do not use music videos in order to form a personal relationship. This means that my

product does not need to be relatable, which is good in my case as the concept of my video is to demonstrate something to people that they may not be familiar with or understand. This in turn means I have the

ability to open their eyes to something new - the life of a male to female transgender/transsexual/transvestite/gender fluid person in a realistic light in order to inform them in an interesting way through music and

visuals.

This is an interesting

response to me, as my video is

political and demonstrates

elements of our current society, that the trans* community is accepted to a

similar level as homosexuals in society – more

than it has been accepted in the past, but not as

much as it could be. My video will

inform my audience of the

current status of the trans*

community and open their eyes to

their world in order to enforce

change in current society.