AUDIENCE THEORY APPLIED TO ‘NO SCRUBS’

BY TLC

‘No Scrubs’ is targeted at teenagers to consume the music video. This is evident because of the pop genre. The music video is successful with the features it uses as a lot of teenagers these days know the song even though it came out on the 23rd January 1999. So 16 years later it is still attracting the same audience age group. This could be because of; The catchy lyrics The outer space Mise-en-scene The costume choices Or the fact that TLC aren’t together anymore but

supportive fans are introducing the younger generation to TLC.

USES AND GRATIFICATION THEORY

Bulmer and Kats’ theory was that we form personal relationships with the media, we use the media to make us feel secure and we also use media as a distraction. In my opinion ‘No Scrubs’ doesn’t conform to this theory as nothing in the music video distracts me or makes me feel safe. I also do not have a personal relationship with the band, I don’t idolize them nor am I a massive fan.

BULMER AND KATS

The music video only has 18,432,622 views on YouTube which isn’t a lot compared to Psy's "Gangnam Style" as it is the most watched video on YouTube as of October 2015, with over 2.4 billion views. "No Scrubs" climbed into the U.S. top ten as an airplay only song and jumped to number one upon the single release. The single stayed at number one on the Billboard Hot 100 for four weeks from April 10, 1999, to May 7, 1999. The single stayed in the top-10 of the Billboard Hot 100 for 24 consecutive weeks.

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