Introduction of the term Uses and gratifications theory

Question

Write down a brief introduction of the term ‘Uses and gratifications theory’?

Answer 1

Uses and gratifications theory signifies to the idea that people employ the media to obtain particular gratifications. This is in opposition to the straight effect theory which speaks that people have no control over how the media affects them and brings about a alter in them. The major idea of the Uses and Gratifications is that people are not helpless sufferers of all powerful media; however use media to accomplish their various needs.