The uses and gratifications theory is based on the idea that media audiences are active rather than passive, meaning they do not only receive information, but also unconsciously attempt to make sense of the message in their own context (Peirce, 2007). Uses and gratifications also seeks to explain what combinations of attributes in media 1974 - Jay Blumler & Elihu Katz. The Uses & Gratification Theory looks at how people use the media to gratify a range of needs - including the need for information, personal identity, integration, social interaction and entertainment. The Uses and Gratification Theory takes the relationship between media texts and audiences a step further. The Uses and Gratification theory suggests that audiences are responsible for selecting the media organization that would best serve their needs; and that media outlets are used by the audiences to fulfill specific gratifications. In the submission of Katz et al (1973-1974) the media compete against other
Uses and gratifications is an appropriate theoretical approach for this investigation which has often been used to understand the uses of new media by individuals. As being user centered approach, uses and gratification theory believe in supremacy of the user and consider that users obtain gratifications as they sought from media.
Among motivation theories applied to SMA the Theory of Uses and Gratification has been one of the most prominent. Uses and Gratification theory suggests users make a rational choice (reflective decision-making) to engage or modify their usage of communication media based on their psychological needs or motives (Rrustemi et al., 2021). The 'Uses and Gratification' theory clearly appears to be the most utilized and also the most significant in social media literature to explain this behaviour. 2.1 Uses and Gratification Theory. The 'Uses and Gratifications' (U&G) theory is a socio-psychological approach which is epistemologically considered as positivistic. 8THHSCk.
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    • uses and gratification theory explained