Diversion means escapism from a mundane, boring reality. When in a music video for instance, a more dangerous, exciting world is shown. (depends on the genre)
Personal relationships mean that audiences start feeling friendship connections with characters within the media texts.
In this post I will be exploring 3 of the top 10 music videos of 2014 ranked by the 'Rolling Stones' magazine and applying the theory of 'uses and gratifications'.
OG Maco - U Guessed It
Diversion = 'OG Maco - U Guessed It' is shown throughout the video because it shows them not playing by the rules. Showing them, for example, shirtless in a fancy hotel as if they were in control of everything and also being extremely noisy and not carrying whether they were being disrespectful due to the noise they were making. Basically showing that they don't have to play by the rules. We also see that the security guards were ok with all the mess, emphasizing the fact that the artist has more authority.
Personal relations = created in the video by the use of the shaking hand held camera, making the audience think they are together with the artist in that mess. It is also possible to relate to the audience through the use of direct address when the artist sings while looking to the camera, making it seem as if he was singing to the audience viewing the video.
Disclosure - Grab Her
Diversion = This video escapes from the reality of a typical boring office by the use of some comedy. The boss is shown as a prankster who just wants to fit in and be cool around his co-workers. However he is disliked my most of them due to this 'power' he has to change gravitational polarity with his touch. This strange, creative video basically takes the mick of the seriousness of the corporate world therefore, being a song heard by teenagers and having a music video set in an office the music video can be targeted to an audience with a wider range group, perhaps ranging from 16 to between the 30's.
Personal Relations = They are shown in the video through the use of comedy in the music video. The comedy portrayed sets a more relaxed and welcoming mood to the audience, as if the viewer was being welcomed and presented to the funny office life. Another way in which the audience is able to relate to the video is due to the fact that the co-workers share what they feel about their boss. We can see that they dislike him, but still pretend to laugh at his jokes and be friendly with him. Therefore, it makes the audience realize they know something that an actor in the music video doesn't.
DJ Snake, Lil John - Turn Down for What
Diversion= There is a huge escape from the mundane reality shown in this music video. Again, in an extremely comedic way. The video basically starts with a man in the roof of a residential building and every time the beat drops the people 'affected' by the music fall into the floor below by breaking the ground. The world of the music video is shown to be a very sexual and comedic world, simply by turning sexual concepts into comedy. The escapism in the video goes against the boring life that the majority of the people have, showing families united at night time suddenly going crazy when the beat drops.
Personal Relations= The video establishes personal relations by showing that the characters enjoy the music specifically when the beat drops. Emphasising the fact that they enjoy the music at the same time that we, the audience, do. The music genre is trap and it is often very dirty music played in clubs, therefore the video helps to set the hardcore, sexual mood to the audience. Another way in which they establish relations with the audience is by the use of a hand held shaking camera with a slow motion effect when the beat drops for the last time. All of those combined makes the audience feel as if they were in the moment with the characters.
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