Active Audience Theory

Blumler and Katz
Uses and gratification (why do people consume media?)

Information
- The news, factual and informative sites, news applications.
Personal Identity 
- Social media, Instagram, Facebook. Twitter, expressing who you are.
Entertainment 
- Youtube, radio, TV, Netflix.
Integration and Social Interaction
- Live stream, social media, expressing a point.

If our audience were going to consume our product for entertainment then we would use a spectacle or concept genre that would includes special effects, with a fast pace that leaves the viewers wanting to watch more, with a rush of adrenaline and excitement. Also an interesting storyline could be used to intrigue the audience and make them sympathise with the video.

If our audience were going to consume our product for escapism then the video would make the video very visual with bright colours that are pleasing.

If our audience were going to consume our product for information seeking then we would try and link the lyrics of the song to the visuals for example, 'put my war paint on' could symbolise girl power and self confidence in young women.

If our audience were going to consume our product for personal identity then an audience could use our video as an inspiration for themselves in achieving confidence, influence in style and role model figures.