What is the uses and gratification theory?

The uses and gratification theory is a communication theory that aims to understand why and how individuals choose specific media and communication channels to fulfill their needs and desires. This theory suggests that people actively seek out and consume media to satisfy specific personal needs and gain various gratifications. Unlike other communication theories that focus on the effects or influence of media on audiences, the uses and gratification theory emphasizes the active role of individuals in selecting and using media for their own purposes. It assumes that individuals are not passive recipients of media messages, but rather active participants who have specific motivations and expectations when engaging with media content. Scholars have identified several categories of needs and gratifications that individuals seek from media, including information, entertainment, personal identity, social interaction, and relaxation. This theory helps to explain why people choose certain media platforms over others and how media consumption can fulfill different human needs.

This mind map was published on 19 September 2023 and has been viewed 52 times.