Uses and Gratification

Theory

Uses and Gratifications Theory is a popular approach to understanding mass communication. The theory places more focus on the consumer, or

audience, instead of the actual message itself by asking “what people do with media” rather than “what media does to people”. It assumes

that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their

needs. The approach suggests that people use the media to fulfil specific gratifications. This theory would then imply that the media compete

against other information sources for viewers' gratification.

(Wikipedia)

The Uses and Gratifications Theory follows a basic model. It is an audience-centred approach. When an audience actively seeks out media, they are

typically seeking it in order to gratify a need. For example, in social situations, people may feel more confident and knowledgeable when they

have specific facts and stories from media to add to conversation. By seeking out media, a person fulfils a need to be informed.

Social situations and psychological characteristics motivate the need for media, which motivates certain expectations of that media. This

expectation leads one to be exposed to media that would seemingly fit expectations, leading to an ultimate gratification.

The media dependency theory, has also been explored as an extension to the uses and gratifications approach to media, though there is a subtle difference between the two theories. People's dependency on media

proves audience goals to be the origin of the dependency while the uses and gratifications approach focuses more on audience needs (Grant et al., 1998). Still, both theories agree that media use can lead to media

dependency

(Wikipedia)