Uses and Gratfication

 Uses and Gratification

Childish Gambino - 'This is America'

Surveillance {learn something new}:

Within 'Donald Glovers' video, 'This is America', the target audience of young male/female ethnic teens from 13-22 are given insight on the problems in America of racism and Police brutality. This inform's the audience of the reality of being a black American and conveys the prejudice reality they have to face. This as well allows people who are not ethnic (white American) to step into the shoes of someone who faces these problems and gives them insight on how the world unfairly works against them. The music video is used well to meet the audiences needs in terms of the 'uses and gratification theory', by fulfilling being able to learn something new, create a personal relationship and identity as well as it being a form of escapism. 

Personal Relationships

This video creates a personal relationship towards the target audience and artist, allowing the audience to relate and or sympathise with the message behind the music video. Again this creates something for a common interested audience to talk about what one another (eg "have you seen the new Childish Gambino music video?"). Within the music video, 'This is America', by 'Childish Gambino', an audience member can generate a personal relationship with the artist or themes in music video. The impactful and some would say controversial music video, allows relationships to grow when talking about the music video, sharing ideas, thoughts and opinions on the topics of the music video.

Personal Identity

One could interpret that a certain audience takes a part of the music video towards their own personal identity; taking a dance, voice/sound, action, etc. This gives evidence that the target audience understands and likes the music video enough to change their own personality to be like a certain character, theme, etc. Ways they could do this is to maybe change their hair colour, clothes, makeup, etc. Within the music video, 'This is America', the audience can relate to the characters and themes in the music video; an audience member maybe being an ethic American can relate or find a sense of community within the themes and problems talked about in the music video. Thus possibly taking a dance or certain style of clothing inspired from the music video into their own personal style or identity.

Escapism

This form of media involves 'escapism', letting an audience for a certain amount of time change their environment, mindset, who they are, etc. This media allows an audience to step outside of their own world and reality, to be somewhere they either enjoy or find exciting. When talking about the music video 'This is America', the context of the 'escapism' changes, a theme of brutality and discrimination is involved, something no one would want to experience, however, the music video allows a type of audience perceive this reality, allowing sympathy to be given to those who have to face it.