Blumler and Katz (1974) devised the Uses and Gratifications theory which is the idea that audiences use media texts in different ways: diversion, personal relationships, personal identity and surveillance. I can relate this theory to my coursework because the audience will be able to divert themselves away from their own lives whilst watching and use it as a form of escapism. They will be able to fully immerse themselves into it and forget about any pressures in their life that are currently bothering them. By getting into the song they can allow themselves to indulge in the music, forgetting every worry that they have at that moment in time. My coursework may also relate to the idea of personal identity because they will be able to identify with the narrative. The story is all about reminiscing about home and memories that home holds and as my target audience are aged between about 17 - 25 they are quite young and may have recently moved away from home or thinking about moving home, so this song could help them decide in whichever way they read it. This ties in with personal relationships too as they will be able to compare their own life to that of the one shown in the music video. Additionally the idea of using my music video as surveillance may also be applied.
Stuart Hall's Reception theory can be applied to my coursework as well because I have an idea about the narrative and wish to make my preferred reading, that reading being that home holds many memories and they miss being at home. However the audience may read it in a negotional or oppositional way instead. For example, they might interpret the actors wandering around the forest as people who are lost instead of simply following the roads and places she went when she was young.
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