Uses and Gratifications

Uses and Gratifications is a theory that explains why people choose specific media or content to meet their needs. It suggests that individuals actively select media, like TV, social media, or movies, based on what they want to achieve—such as entertainment, information, social connection, or relaxation. Instead of media influencing people passively, this approach emphasizes that users have agency and purpose in their media consumption, seeking content that fulfills their personal desires and needs. It helps us understand the motivations behind why we engage with different forms of media.