Uses and Gratifications Theory

How does this relate to music videos?

The Uses and Gratifications theory can be applied to music videos, mainly using the personal identity, social interaction and entertainment sections.

PERSONAL IDENTITY: Music videos can often provide reinforcement for personal values, for example someone belief may be stronger if they see something that applies to it in a music video by their favourite artist. They could also demonstrate models for behaviour. It is known that people have musicians as their role models, which are often added to by the artist's appearance in their own music videos.

SOCIAL INTERACTION: The viewer of the video may be able to socially empathise with the characters or the situation in a music video. Friends can discuss different music videos that they have seen, and a sense of belonging can form between people who view similar music videos by artists of the same genre. 

ENTERTAINMENT: Music videos can often offer emotional release, often if the song or video has powerful messages. They can help people escape problems, as they can listen to their favourite music as well as watch the video. Watching music videos is often relaxing and used as a way to fill time, particularly when channel hopping to music channels such at MTV. They can also provide aesthetic enjoyment.