Audience- Passive and Active

Passive audiences are influenced by the text they are watching. This process is known as the Hypodermic needle. This type of audience is:

•         Easily Manipulated
•          Compliant
•          Weak Willed
•          Followers
•          Controlled
•          Dominated

Active audiences are people who are able to pick and choose what they are influenced by. These types of audiences watch videos for uses and gratifications that include:

•          Diversion and Escapism- being able to escape from the world they are living and see themselves in the fantasy world.
•          Personal Relationship- watching things as a talking point to talk to friends and family about.
•          Personal Identity- being able to relate to either the themes, people or story line in a text and being able to see themselves in it.
•          Surveillance- watching texts in order to gain knowledge and information on something.

Lily Allen - Hard Out Here (Controversial Video) 

When Lily Allen was shooting her video for "Hard Out Here". The trouble is, Lily probably didn't expect that her video would be chatted about for all the wrong reasons. "Hard Out Here" was immediately taken to task online and in the press for Lily's use of black dancers in the clip. The hip-hop video was slammed as racist, with Lily standing accused of using the dancers as props rather than as people. Meanwhile, the other stuff in the video that would normally be considered "edgy" (plastic surgery jokes, rude balloons) was quickly relegated to footnote status. Lily's certainly not the only pop star to get in hot water over issues of cultural insensitivity. 

An example of a music video that has many 'Uses and Gratifications' is Blurred Lines by Robin Thick ft T.I and Pharrel.

This music was in the news in a negative light for representing women in a bad way. This video is basically the three artists who are men parolling around the set with half naked women doing dirty and flirtatious things which are degrading in a woman's point of view. Many feminists fought against this especially because the artist had also created an x-rated version of the original video which included many crude shots of the women with no clothes on at all expect nude coloured pants to cover their Private parts. Many people watched this video because it was in the news which caused everyone to talk about it, so was used for personal relationships. Many men watched this for both Personal Identity and Escapism. Some men would see this as personal Identity because they may be the type of men who idolize women and are known to play around with them.  Some men would also see this as escapism as they  may enjoy the view of half naked women parolling around and may be wishing that they were actually there in that fantasy world.