1. Richard Dyers Utopian Solutions Theory. This solution gives people a choice of compensation for the inadequacies in their own lives. An example of this solution being put to use would be if we tried to an Anti-Smoking campaign into this: there would be clear motives that we could offer based on the Dyers Solution, e.g. gain money, understand the facts, gain energy, join a quite club. Audience Behaviour Community Energy Clarity Abundance Solution Isolation Exhaustion Confusion Poverty Inadequacy

2. Blumler and Katz Uses and Gratifications Theory Their theory tells us that the audience makes active choices over what they read/view/listen to etc… They said that the audience is more likely to consume the media if it meets some of these needs: Inform and Educate Identify Entertain Social Interaction Escape

3. So what does this mean for our product? We aim to offer our target audience compensation for the inadequacies in their lives. This is Richard Dyer’s Utopian solutions. Our video will suit our target audience and their needs. For poverty we will provide abundance, we will offer a cheap video available to those of all social status. We will offer lots of chose to our audience. We will clarify any confusion that our audience may have and provide a clear choice and any confusion we will solve while making our video. Our video will solve the issue of exhaustion its self as our video will be fun and full of energy providing fun for our audience. We can create a community through our video solving the isolation problem, as this will bring conversation with others who have the same music interests. Looking at these two theories when creating our music video will ensure that we deliver the elements that our target audience want.