Uses and Gratifications Theory

Uses and gratifications theory is a popular approach to understanding mass communication. This theory consists of placing more focus on the consumer or audience, instead of the actually message itself by asking what people do with media instead of what media does to people. It assumes that the consumers have an active role in interpreting and integrating media in their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs, for example if the audience like rock magazines, they would clearly choose a magazine produced that obtained colours, fonts, images and models to attract rock fans as it would be the right magazine for them. This approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources.