TheUses and Gratifications Theory

The Uses and Gratifications Theory suggests that people actively choose and use media (like TV, social media, or books) to fulfill specific needs or desires, such as entertainment, information, social connection, or personal identity. Unlike the idea that media simply influences us passively, this theory emphasizes our personal agency in selecting media that satisfies our individual goals. It helps explain why different people prefer different media content based on their unique motivations, highlighting the active role audiences play in shaping their media experiences.