Dennis McQuail

Uses and gratifications theory 

-The Uses and Gratifications Theory suggests that an individual's needs influence how they use and respond to a medium. And the same media text may gratify different needs for different individuals, which is associated with individual personalities. E.g. maturation, social roles and a person's background.

-Uses and Gratifications Theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. Diverging from other media effect theories that question "what do media do to people?", UGT focuses on "what do people do with media?"

-In relation to music video McQuail’s theory suggests that there are 4 reasons for someone to watch a music video, which are: Information, personal identity, entertainment and Integration and Social Interaction. However, only 2 of these are relevant to music video, and they are personal identity and entertainment.

Personal identity

To find reinforcement for personal value's and to find models of behavior in order to develop insight into one's self. This relates back to urban tribes and ways different target audiences view the music videos in relation to fashion, the theme and the personality of the video.

Entertainment

This is generally the most common use of media, to escape or divert from other problems. Individuals get an aesthetic enjoyment and an emotional release which may also allow them to relax.