'Uses and Gratifications' Theory

Uses and Gratifications Theory

Gratification – pleasure, especially when gained from the satisfaction of a desire

                       – a source of pleasure

 http://www.google.co.uk/#q=gratifications

The ‘Uses and Gratifications’ Theory is a popular approach to understanding mass communication. This theory focuses more on the consumer/audience instead of the actual message itself by asking “what people do with the media” rather than “what the media does to people”.  The theory assumes that we are not passive towards our intake of media – we take an active role in interpreting the media. The theory also suggests that audiences are responsible for choosing media to meet their needs, and fulfil specific gratifications. This theory also implies that the media competes against different media sources for viewers’ gratification.

http://www.slideshare.net/zlorhenley/uses-and-gratifications-theory-6933502