Theory strives to formulate statements or propositions that will have some explanatory. This is our most basic definition and generalized way of looking at theory.
Theory seeks to explain the effects of mass communication on society, audiences and people. These effects can either be intended or unintended by those sending the message or messages.
Theory seeks to explain the uses to which people put mass communication. Sometimes it is far more useful and meaningful to study the uses as opposed to the effects. This tenets recognizes the active role of the audience within the process of mass communication.