WAN A NC,A O TE CJPOKO O 1K A MÄUJ

EVICTORIAUNIVERSITY or W CC LING TON

POPULAR MEDIA
CULTURE
CRITICAL REFLECTION

NAME

STUDENT ID

INTAKE

LECTURER • Dr. Vu Tuan Anh

WORD COUNT : 1650

Words

Hanoi, 2019
 USES AND GRATIFICATIONS

Nowadays, in the era of technology along with the Fourth Industrial

Revolution, media undoubtedly plays a crucial role and has a strong impact
on our lives. Therefore, by implying that people do not make perfunctory
use of the media, the uses and gratifications model was developed during the
early 1970s. It can be defined as the attempt to examine the reaction of
audiences towards media. The model claims that there are five ways of
using the media, which are escape, social interaction, identification,
information and education, and entertainment (Schirato, Buettner, Jutel, &
Stahl, 2010). I believe this model demonstrates reasonable and accurate
interactions that consumers approach the media. However, this essay will
only provide further analysis on two uses of the media which are
'identification' as well as 'entertainment' through the discussion of the
Korean drama series "Fight For My way".

The first use I would like to mention is that media can be used as a way of
identification. This means that consumers see the resemblance between the
media and some facets in their lives and experiences, making the media
intriguing and creating the feeling of connection (Schirato, Buettner, Jutel,
& Stahl, 2010). The series "Fight For My Way" can exemplify this media
usage. The series hinges on the struggle of the main characters in achieving
their goals (Xports News, 2019). In particular, there is a girl named Choi Ae
Ra who loves to work with the mic and wants to be a news anchor. In the
end, although Ae Ra was rejected in job interviews many times due to the
lack of experience, she did not give up on her dream with the mic and
became an announcer of MMA matches. This roleplay has identified Ae Ra
as a tenacious girl who is not discouraged by past failures but is rather
determined to achieve her desires. Similarly, in reality, for adolescents that
are making attempts to follow their dreams, hardships and failures are
inevitable. However, they do not give up easily and always try their best to

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succeed. As a result, there is a connection between character Ae Ra and
youngsters since they all see themselves 'fighting' for their dreams to come
true. This emphasized on the use of media as an identification of audiences.

Furthermore, people also use the media for entertainment and relaxation.
This can be illustrated in a way that the media supplies interesting and
amusing factors that are attractive to audiences and make them feel
enjoyable while accessing (Schirato, Buettner, Jutel, & Stahl, 2010). Further
interpretation can also be expressed through the aforementioned series.
"Fight For My Way" is a romantic comedian drama, which means it
involves funny and diverting scenes that make viewers laugh. Moreover, the
main characters are actors and actresses who have made their acting skills
renowned over previous series such as Park Seo Joon and Kim Ji Won
(Allkpop, 2017), and these familiar faces play an important role in keeping
the audiences entertained. Another point worth mentioning is that most
soundtracks of the series are either upbeat or gentle which boost the viewers'
mood and are pleasing to listen to. Watching such a series would be a great
way to unwind after a stressful day at work or school. Consequently, this
accentuated on the entertainment that users can acquire through the use of
media. Overall, viewers watching "Fight For My Way" for self-
identification as well as for entertainment as examined above has
highlighted the fact that the audiences consume the media to meet a certain
number of needs and not just merely use it without any purpose.

Equally important, the role of three other ways that people use the media are
also undeniable. First and foremost, media is considered to be an escape.
People choose to use the media in order to relieve the stress of their daily
lives. In addition, media operates as a means of communication. With the
emergence of various social media sites, users can contact their friends and
family without any difficulty. Lastly, media also provides consumers with
information. With the abundant source of information accessible to the

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public, media allows consumers to update news and acquire knowledge that
they have little understanding about.

I believe that the uses and gratifications model is accurate compared to how
people use the media in these days. As a teenager, I personally access the
media such as watching television, logging on social media and listening to
music every day. Through such activities, I can update the latest news
domestically and internationally, interact with my friends and family
without having to actually meet them in person, and unwind to release the
tension of a school day. I suppose that most adolescents would share the
same way of approaching the media. As a consequence, it is the accuracy of
the model that I want to stress.

In conclusion, for the great influence of media in today's world, it is

necessary to address the interactions that audiences make with media. For
this reason, the proposal of five different approaches to media of consumers
of the uses and gratifications model has contributed considerably to explain
how users' needs intertwine with how they use the media.

References
Allkpop. (2017). 'Fight My Way' drops new still ofleads Park Seo Joon,
Kim Ji Won, Ahn Jae Hong, and Song Ha Yoon together. Retrieved
from https ://www.al Ikpop.com/article/2017/04/fight-my-way-
drops-new-still-of-leadspark-seo-joon-kim-ji-won-ahn-jae-hong-
and-song-ha-yoon-together.
Schirato, T., Buettner, A., Jutel, T., & Stahl, G. (2010). Understanding
media studies. Oxford: Oxford University Press.

xports News. (2019). '4üho/9//o/ üE/X//Æhn

('Fight For My Way' Park Seo Joon, Kim Ji Won
grab each other's hair: Self-translated). Retrieved from
http://www.xportsnews.com/jenter/?ac=article_vi

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 MUSIC IN RELATION TO MEMORY

In today's world, it is universally acknowledged that music is an

indispensable part in people's lives. It is available almost everywhere we go
these days, from coffee shops to supermarkets and bars as well as pubs.
People even listen to music while working or studying. It is also
increasingly being made more easily accessible to the public. Considering
why music became such an essential, I believe that it helps to identify
listeners, operates as a memory recovery (DeNora, 2005) and enables
autonomy (Bull, 2005), but this essay will only analyze more specifically on
the relationship between music and memory.

First and foremost, through music, listeners can link to the relationships
with people who are important to them (DeNora, 2005). This means that a
certain song can be referred to a particular individual or a group of people.
An example for this could be a song called "Dance With My Father" written
and performed by Luther Vandross. The song was based on the author's
memories when he was a child and was composed in dedication of his
departed father who used to dance with his mother and him. This song was
Luther's reminiscence of his father and the good times they had together as a
family. When I first listened to this song, I felt sorrowful for Luther's lost,
and I also thought of my father. I was grateful that I still have my father with
me at that moment. Moreover, the image that one day the only thing I have
left will just be memories with my father as a reference from the song made
me try to spend as much time as possible with him ever since. In addition,
the song "Minh Cing Nhau D6ng Bäng" (Let's Froze Together) by singer
Thüy Chi is also an exemplification of how it made me think of my high
school friends. The first time I listened to this song was during one of my
last few days as a 12th grader. The song was about the memories during high
school years and how us students should appreciate each other more. That is

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the reason why it always evokes memories of my friends and how much
they meant to me.

Furthermore, music can also recall a specific time or event in people's lives
(DeNora, 2005). Similar to the key people, listening to music is also a way
for consumers to recollect a special occasion or to 'relive' a period of time.
For instance, every time I listen to or unexpectedly hear the song "Viet Nam
Oi" (Hey Vietnam) by artist Minh Tien on the streets, it always reminds me
of the day December 15th, 2018 when the Vietnamese football team won the
2018 ASEAN Football Federation Championship. On that day, I went to my
friend's house to watch the match, and just after the 6 th minute, the
Vietnamese team had an opening goal. Everyone was so cheerful and when
the song came on in the commercials during halftime, we were all singing
along to the song. At that moment, it was the feeling of pride, unity and
happiness that I would never forget, especially whenever the song is played.
Another example could be the song "Heart Cry" by Drehz and how it works
as a reminder of my performance on the graduation day. It was the first time
that I had ever participated in a contemporary dance performance, and the
song was used as the background music. As I sank into the music, it
stimulated my feelings and I did the best I could. Although it was not the
most perfect performance, I would not have known I was capable of
contemporary dance if I had not tried.

Additionally, music can also be a way of identification (DeNora, 2005), as

listeners might find themselves in the lyrics of the songs, leading to a sense
of connection. Besides, music assists autonomy (Bull, 2005), meaning that
when consumers have their personal space to listen to music, they are free to
choose the music they want to listen to.

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To sum up, I maintain my stand that music is of utmost importance in our
daily lives because it not only helps the audiences to define their identity,
supports their autonomy but it is also one of the best ways to keep the
memories alive. In my point of view, each person has their own particular
songs that remind them of important people or memorable period of time in
their lives. It might be either happy or sad memories, but music is soothing
in a way that it helps listeners to remember how much fun they had or how
strong they were when they overcame the difficulties.

References
Bull, M. (2005). "No dead air! The IPod and the culture of mobile
listening". Leisure Studies, 24(4), 343-345, DOI:
10.1080/0261436052000330447.
DeNora, T. (2005). Music and self-identity. In A. Bennett, B. Shank & J.
Toynbee, The popular music studies reader (1 st ed., pp. 141 — 147).
London: Routledge.