Audience look through the media with a close-up lens known as microanalysis. The general name of the functional approach is named uses and gratification model. Uses and gratification states that 'audience members have certain needs or drives that are satisfied by both non media and media sources' (Joseph R. Dominick, 2013, p. 40). There are various uses and gratification and can be classified into six-category system. This includes cognition, diversion, social utility, affiliation, expression and lastly withdrawal.
"Another basic need of human beings is for diversion."(Joseph R. Dominick, 2013 , p.40). Diversion includes stimulation, relaxation and also emotional release. The viewers of this music video might only be some random person going onto YouTube and start searching for song covers or basically have nothing else to do but to search for some new songs on YouTube. Coincidentally , they found this song and started listening to it and enjoy the cute music video. That's stimulation. They actually view this video to avoid boredom or they might be actually thinking about someone and this song just suits their emotion.
On the other hand, this music video and the music is also a source of relaxation. The music is slow but not too slow and its actually falls into the genre of modern 'balled' music. It sounds a bit fun and also relaxing , in my own opinion I don't think anyone would feel stressed by listening to this song or by watching this video. Besides, this video also involves viewers to release their emotion. The storyline of David Choi and the other guys trying to impress the girl is so cute that girls will actually feel jealous of the girl in the video thinking, "why isn't there anyone doing that to me!?". Some of the viewers might actually feel frustrated for David Choi while watching this music video as they don't want him to make a fool of himself by acting like some other guy instead of being himself.
Furthermore, watching a video on YouTube could strengthen ties of families and friends. If I watched this video as well as a friend of mine, we could discuss how well did David Choi acted or sang, how handsome David Choi is and many other aspects of the video. This form of communication can enhance and strengthen all sorts of relationships. After watching this video, fans tends to feel closer to David Choi because they might realize another side of him that they never knew, building a parasocial relationship with him. All these examples are the result of social utility.
Moreover, audience do express their inner thoughts, feelings, as well as opinions on what they see or watch in any video on YouTube. For example for this music video clip chosen, fans do comment on what they think or feel about David Choi's song cover, "Thinking about You", whether they like it or dislike it, it is just opinions in order for him to improve in the future. Through mass media, it is basically expressing himself to the world and let them understand him better in other ways. Individuals also use mass media to express their creativity and artistic to the world. These are some examples that can prove expression as one of the important function for an individual in their everyday life.
“Psychologists have recognized that one of the central needs of human beings is the needs for affiliation.” (Joseph R. Dominick, 2013, p. 42) It shows that a person’s desire involve a socialization. Facebook, Twitter, Blog, and YouTube are the one of the medium that contents the affiliation for society. When I share a video in Facebook, many Facebook friends will like to give comments on the video. For instance, "Thinking about You" by a famous YouTube singer, David Choi had manufactured hot topics as ‘meaning of the flower on different ears’. Thus, media helps to build rapport with people from all over the world.
Last but not least, media also act as a withdrawal. Based on a survey, an individual uses an average of 7 and a half hours on media daily. In this 21st century, majority of the people owns a smart phone. Thus, watching music video can be done anywhere and anytime. Most of the people will get irritated when things around interrupts them when they are having a connection with media. David Choi is talented and has a unique voice that is able to attract people's attention. The viewers will detach from reality temporarily while watching his video and this is how a media act as a withdrawal.
"Thinking
about You" by David Choi shows the uses and gratification of the
media which includes , diversion, social utility, affiliation, expression and
lastly withdrawal. Many individual watch this video which as known as HOT
topics that to keep up the latest music video and get to strengthen the ties of
family members and friends by the media. Besides, music is one of the sources
that help the relaxation of the mentality.
Reference list :
1. Dominick, J 2013, The Dynamics Of Mass Communication, McGraw-Hill, New York.
Nice read :)
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