Uses and Gratifications Theory

Uses and Gratifications Theory explains how individuals actively select media content to fulfill their personal needs and desires, such as seeking entertainment, information, social connection, or relaxation. Instead of media affecting people passively, this theory highlights that users make conscious choices based on what they want to achieve, like watching a comedy to feel happy or reading news to stay informed. It emphasizes the active role of audiences in seeking out media that satisfies their specific motivations, making media consumption a purposeful and personalized activity.