Uses and Gratifications theory suggests that audiences actively seek out media to fulfill certain needs. These needs include personal relationships, personal identity, and diversion. The video "Snow (Hey oh)" fits personal relationships and identity as viewers may relate to the narrative of the main character struggling with drug addiction and find escape through the entertainment of the music.

1. Uses and Gratifications
and how it is applied to Snow (Hey
oh)

2. Uses and Gratifications are
different ways audiences can use
the media. This theory is an
active audience theory and
suggests that we will all actively
receive messages from media
rather than blindly accepting
them.

3. Surveillance - The audiences need for
information about world events.
Personal Relationships - The audiences need
for social interaction.
Personal Identity - The audiences need to define
their sense of self and inform their own
behaviours.
Diversion - The audiences need for escape and
entertainment.

4. Surveillance cannot be applied to our video as it
does not inform our audience of world events.
Our video does include Personal Relationships
as it includes topics that would encourage
social interaction between the audience. An
example of a talking point in the narrative of our
video is the "demon band members" that
appear to be haunting the main character and
what their purpose is.

5. Personal Identity can be linked into our video as
the audience may have a connection with the
main character, who is trying to escape for drug
addiction in the narrative of our video. They
may be able to link their lives to the story of the
main character as they may have been in the
same situation before, as it is a common life
situation which a lot of people have to go
through. It could also make the audience aware
of their own behaviour as it shows the actions
and behaviour of the main character in the
video.

6. Diversion also fits in well with our video as it
provides escape and entertainment for our
audience as music videos are a form of
entertainment, and could be a form of escape
from reality for some viewers.