Blumer and Katz theory

Blumler and Katz theory is the understanding of how the audience consumes the media and how the media does this for the audience. The theory follows a simple model - the audience takes an active role in the media, for example if they like it, they use word of mouth to spread it about. We will use this by suggesting that people who watch and consume the music video will be satisfied and fulfill their gratifications, meaning the effect this will have is more people will want to consume the media if others are spreading it about and giving praise.