Blumler & Katz published a theory in 1974 proposing that individuals choose media to fulfill various needs such as diversion, personal relationships, personal identity, and surveillance. The uses and gratifications theory focuses on how active audiences interpret media to meet their needs. It can be applied to different media like television, music videos, and the internet. Viewers may use music videos for diversion, to connect with others, to relate to characters' identities and lyrics, and to learn about other cultures.