The Uses and Gratification Theory proposes that people actively seek out specific media to satisfy certain needs. It focuses on understanding why and how audiences use media rather than how media affects people. The theory suggests people choose media to fulfill needs like information, personal identity, social interaction, and entertainment. It presents an audience-centered perspective on mass communication.

1. The Uses and Gratification
Theory
Uses and gratifications theory (UGT) is an
approach to understanding why and how
people actively seek out specific media
to satisfy specific needs. UGT is an
audience-centered approach to
understanding mass communication.
Diverging from other media effect
theories that question "what does media
do to people?", UGT focuses on "what do
people do with media?"

2. In simplistic terms, Bulmer and Katz say that UaGT
suggests that we choose certain types of media to
satisfy our needs, to gratify them.
We, as audience members, take an active part in the
communication process and are goal oriented in their
media use, and theorists say we do this to best fulfil
our own needs as users, and we have alternative
choices to satisfy these needs.
• Information
• Personal Identity
• Integration and social interaction
• Entertainment

3. Information
• Finding out about relevant events and
conditions in society and around the world.
• Seeking advice on practical matters or opinion
and decision choices
• Satisfying curiosity and general interest
• Learning; self-education
• Gaining a sense of security through
knowledge

4. Personal Identity
• Finding reinforcement for personal values
• Finding models of behaviour
• Identifying with valued other (in the media)
• Gaining insight into one’s self

5. Integration and Social Interaction
• Gaining insight into circumstances of others;
social empathy
• Identifying with others and gaining a sense of
belonging
• Finding a basis for conversation and social
interaction
• Having a substitute for a real-life
companionship
• Helping to carry out social roles
• Enabling one to connect with family, friends
and society

6. Entertainment
• Escaping, or being diverted from problems
• Relaxing
• Getting intrinsic, cultural or aesthetic
enjoyment
• Filling time
• Emotional release
• Sexual arousal