Uses and Gratification Theory in "Centuries" Fall Out Boy

Uses And Gratifications Theory

The Uses and Gratifications theory discusses how users can deliberately choose media that will satisfy their needs and allow themselves to develop their: knowledge, relaxation, social interactions/companionship, diversion, or escape.



Information

From this video the audience can test their knowledge of history. For example: the people in the frames are famous people throughout history, i.e. Mother Teresa and Jesus. For those who might not know who they are, they can satisfy their curiosity by researching them and could link them to events of today. It could also give them a sense of security, by giving them some information that could prove useful, for example: having a fight to the death, if there is no other alternative.

Personal Identity

The audience can construct a violent behavior from this video as they see the band launch a pebble at goliaths head and kill him. This may lead to the audience becoming violent by identifying the band as their role model and copy everything that they do, which could lead to them committing some form of violence. Some members may already have this violence inside themselves and will use this video to reinforce their violent nature, because if they can do it, why can't I. This could all lead to audinec committing acts of violence, all because they saw it on a music video.

Integration and Social Interaction

Some audience members on the other hand, would have seen it as a message that they can be strong and can conquer they're fears, for example: it could allow someone to reconnect with family, friends and society. This is a positive effect provided by the video, showing that the violence could be interpreted in a different way. Other people could use this video as a verbal companion, who would help them conquer any fears they may have, i.e. Speech issues. Furthermore, it could help people, who are very shy. It could give them a basis on which to start a conversation, which could help to build their confidence. This will further help them gain a sense of belonging as they are able to hold conversations and meet new people.

Entertainment

On the other hand, some audience members may just use the video as a chance to escape from mundane aspects of life, or from the problems that they face daily, i.e. bills or horrible bosses. The video could be used to relax or fill time between meetings or free time. Others may use it instead for emotional release, for example: if they are angry they may watch it as seeing anger may make them less angry as they see what it can do. Finally others may use it for sexual arousal, for example: the actresses in some scenes.