The uses and gratification theory examines media consumption from the audience's perspective, focusing on their social and psychological needs, which include surveillance, personal identity, personal relationships, and diversion. The theory highlights how individuals actively choose media to satisfy these needs, as seen in the analysis of the music video 'Sacrilege' by Yeah Yeah Yeahs, illustrating themes of personal identity and relationships through character connections and societal perceptions. Ultimately, the media not only influences personal identity and relationships but also serves as a medium for discussion and social interaction among viewers.

1. C
USES AND
GRATIFICATION
THEORY

2. The ‘Uses and Gratification’ theory represented a change in thinking, this is described as
the effects of media from the audiences point of view. The model looks at the motives
of people who use the media, asking why people watch the television programmes that
we do. People feel compelled to keep up to date with media through television.
The audience have needs which are social and psychological these then generate
certain expectations about the mass media and what they are exposed too. The
audience is the active participant which allows them to make choices in relation to what
they watch making themselves in control of what they consume.
The audience have four key needs:
1. Surveillance
2. Personal Identity
3. Personal Relationships
4. Division

3. Surveillance
The surveillance need focuses on how people feel better about knowing what is
happening around them. It secures their feeling of safety and awareness if they think
they are up to date. Mainly this is done through the news which delivers information
not only directly around them locally, but from around the world. However this can be a
negative thing as news isn’t always reliable. The media will ‘mediate’ information and
possibly ‘tweak’ parts of it for audience consumption. Therefore if people believe it
completely they’re being given misinformed information or even completely fake news.
This can have a big impact on peoples responses to events as the news can be ‘biased’
to show what they would like people to know.

4. Personal Identity
Personal identity explains how being a subject of the media allows us to conform to the identity
and positioning of ourselves within society. The media helps form personal identity which is seen
in music videos. Pop stars can often become role models for younger audiences. Controversy is
created when they act in inappropriate ways.
Gratification occurs when the audience can personally identify to the text and understand shared
identities. There are a range of features which allow an audience to personally identify:
Age
Gender
Ethnicity
Situations
Class

5. Personal Relationships
Personal relationships is broken down into two categories:
1. Relationships within the media
Many people use television as a form of companionship. They build relationships with characters
as if they know them. People become attached to characters and genuinely care for them. Many
believe media does not let them down like people do. It is always there for people to consume
and watch. The audience can grieve for a character or idolize them therefore it is vital to create
characters which people can connect with so people want to care and consume them.
2. Media within relationships
Media can be a springboard for people to form relationships this allows them to build
relationships with real people. Families may sit around a television which stimulates conversation.
People who are acquaintances may find they watch similar things and use it as a point of
conversation.

6. Diversion
People use television as a form of escapism. It allows them to take their mind off everything else
and forget about their own problems. It is a distraction and a relaxant for people to enjoy
themselves and have a few hours without thinking about daily troubles.
Music videos also are a form of diversion. Ones with a simple narrative and performance element
will be enjoyed for the time and then the audience will return to their life, however ones with a
more complex meaning/narrative or which have a purposes of relaying a certain message may
continue to act as a diversion after being watched as people puzzle about their ideas on the music
video.

7. Sacrilege
• Application of the uses and gratification theory to the Yeah Yeah Yeahs music video, Sacrilege.
In terms of the sections, personal identity, personal relationships and diversion.

8. Personal Identity: Sacrilege
Age: The age of the main girl in the video is around 25 (Lily Cole, the actress, is currently 27) however the ages of the
people involved with her range from young adult, middle aged to an older age category (60ish). Therefore people
could identify with the different age ranges, it does not include children however but I believe the video is aimed at
ages 15+.
Gender: The main character we follow is a female therefore girls could personally identify with her. The treatment
towards her perhaps girls who are more promiscuous could identify with societies attitude towards her. Women may
also be able to relate to how the men view her and treat her as a sexual object as they may have experienced forms of
this where men have only given them attention with sexual intentions in mind and not so much a regard for them as
a person. Males are the dominant people within the music video and although there is a female who has a sexual
scene with ‘Lily Cole’ the majority are men. Therefore males may find some identity with the men. Perhaps relate to
their desires of women.
Ethnicity: We only see characters who are of a white (presumed Americans) ethnicity. This could show how the town
they live in is not very diverse and is ‘pure bred Americans.’ Because of this factor people of a different ethnicity may
find it harder to relate personally to the video because it only shows one ethnicity.
Situations: People could relate to the situation perhaps if they’re experiencing people ‘shunning’ them for their
behaviour. The whole town turns on the girl and hunts her down, in real life they may not be in a situation as extreme
but could still be ‘targeted’ or seen as an outcast for something they’ve done, for example had many sexual
relationships. An example would be how women who are seen and known as being promiscuous are negatively
labelled things like ‘slut’ and ‘whore’ by people and society however many of the people calling them this at the same
time would accept the opportunity to sleep with them and other girls who name them this may also feel jealousy of
the attention the woman receives in comparison to themselves. Which reflects the same hypocrisy which is shown in
the music video.

9. Personal Relationships: Sacrilege
In relation to media within relationships I think this video applies. As it is so open to interpretation
it can cause discussion between people which could build on relationships. I know after watching
it I shared it with my best-friend to ask her opinion on what she believes happens. Since the initial
conversation we had about it both of our ideas about the story have changed as we have talked
about it more and shared ideas. This is an example how not only does the media play a part in
relationships but it can also help people develop opinions and understand media texts in different
ways.
The comment section in YouTube and on other websites which are used to share opinions on the
video are a good way to spark a discussion on the video. It is also a place for those who may not
understand the video fully to read on other peoples interpretations which then allow them to
build on their own. By reading other peoples comments and replying with their own ideas it’s a
form of social contact caused by the media.