The Uses and Gratifications Theory

The Uses and Gratifications Theory is a media theory that explores why people actively seek out specific media and how they use it to fulfill various needs. Rather than just being passive consumers, individuals choose media based on their desires for information, entertainment, social interaction, or personal identity. For example, someone might read news articles to stay informed, watch movies for enjoyment, or engage on social media to connect with friends. The theory emphasizes that users are motivated by their own goals and the benefits they seek from their media choices.