Theory analysis of my video

Blumler and Katz, Uses and Gratifications: 
The main reasons that people would watch the video would be to identify, because everyone has experienced loss and therefore they can identify with the message and the narrative of the music video. Another reason people would watch the video for education and to inform people about loss and how to cope with it, and how there are a lot of different ways to deal with grief.

Reception Theory:
Preferred: The audience will relate to the narrative of the video, they will understand the narrative. They will feel empathy while watching the video, empathising the emotions within the video and empathising to that feeling of loss.

Negotiated: The negotiated reading would be that, the audience will see the message behind the video. But they would still believe that it is not the best theme to be exploiting in a music video.  

Oppositional: The oppositional reading would be, the idea that the video is abusing the theme of loss for the purpose of entertainment and for the purpose of promoting the artist and the song. The audience would think that, it is not an acceptable theme to have within a music video.

Cultivation Theory:
The main hegemonic messages, are the messages of loss. And also the idea of friendship and the different bonds between people and how meaningful life is and not to take it for granted. The idea that time is short and that everyone should make the most of it, and lie their lives to the fullest while they still can.