The Uses and Gratifications Model

The Uses and Gratifications Model explains why people choose specific media and how they benefit from it. Instead of assuming media shapes us, it focuses on our active choices—such as watching a movie for entertainment, seeking news to stay informed, or using social media to connect. It highlights that individuals select media based on their personal needs and desires, gaining satisfaction or fulfilling specific roles in their lives. This approach helps understand media's role from the audience's perspective, emphasizing their intentions and how media usage meets their needs.