Active Audience Theory

Blumler and Katz: suggests that people consume media because they either want to gain -

• information
• personal identity
• entertainment
• integration and social interaction 

We feel that people would want to consume our music video, as it could supply the audience member with entertainment via mise en scene such as location or props and perhaps personal identity if it has a certain concept or narrative the audience can relate to. For example our music video may be about a love story and the audience could perhaps relate to the artist's feelings/ emotions. Or it may have a hidden message (especially if its under the spectacle/concept genre) that the active audience member could link themselves with! However we aren't entirely sure about the storyboard of our music video and so the aspects of Blumler and Katz's theory may change depending on the style genre we opt for in the end. An example of a concept video that supplies the audience with entertainment and perhaps personal identity is Meghan Trainer's 'All About That Bass' and Taylor Swift's 'Shake It Off'.