Uses and Gratification Theory

Uses and Gratification Theory

Introduction

Uses and gratifications theory or U & G is based on these fundamental concepts that the audiences of the media are active more willingly than passive; that their media selections rely on perceived requirements, satisfactions, motives or wishes; and that audiences are created on the foundation of similarities of requirement, taste and interest. The primary queries to be replied with U & G research are why do individuals select certain media and not some other media, and what are the prizes resulting from attending to these media? Thus, media is a medium like television or ...