The document discusses how audiences use music videos, digipaks, and magazine advertisements based on uses and gratifications theory. It states that audiences watch music videos primarily for entertainment, to relate to relationships, and for ritual pleasures or diversion from issues. Digipaks provide ritual pleasure through familiar conventions and allow for self-definition if audiences relate to the artist. Magazine ads directly address audiences, allow for self-definition through relating to artists, and provide surveillance of additional information on the artist and digipak.

1. Uses and Gratifications in
relation to my coursework

2. Music Video
• Direct mode of address – the artist looks at the camera (looking
at the audience).
• Entertainment – audiences watch music videos primarily for
entertainment purposes.
• Personal Relationships – audiences watch the video to relate to
their own relationships
• Ritual Pleasures – the audience (target audience) who will watch
the video are familiar with the conventions of this video because
they watch videos of this genre
• Diversion – audiences may watch the video to divert from issues
in their life (unhappy relationships)
• Personal Identity – audiences may watch the video and relate to
the characters (reflecting in texts)

3. Digipak
• Direct Mode of Address – artists looking at the camera
(audience)
• Ritual Pleasure – the target audience for the digipak will be
familiar of the conventions of the digipak because they will
regularly purchase products of this genre
• Self Definition – audiences may relate to the artist (the artist
looks like me, e.g. is young and female)
• Surveillance – the digipak includes information about the
music and the artist, and offers further mediums to receive
more information such as website addresses

4. Magazine Advert
• Direct Mode of Address – artists looking at the camera
(audience)
• Self Definition – audiences may relate to the artist (the
artist looks like me, e.g. is young and female)
• Surveillance – the advert includes information about the
digipak and the artist, and offers further mediums to
receive more information such as website addresses