اللغة الأجنبية

uses and gratifications theory

Uses and gratifications theory of mass communication talks about the importance and active part of the people as consumers or audience of media content. This theory focuses on why people use particular media rather than concentrating on contents presented by media. Most of the theories related to field of media and communication discuss the effects of media in narrow and broader spectrum while this theory distinct itself from others by giving an understanding of why and how people actively choose some media to gratify their needs.