The Uses and Gratifications Theory is a communications and media theory that focuses on understanding why and how people actively seek out and use media in order to satisfy their needs. This theory suggests that individuals are not passive consumers of media, but rather actively choose and use media to fulfill specific needs and desires.
Four needs that are often emphasized in the Uses and Gratifications Theory include:
1. Informational needs: Individuals seek out media content to gain knowledge, information, and understanding about topics, events, or issues of interest to them.
2. Personal identity needs: Individuals use media to shape and maintain their self-concept, values, and attitudes, seeking content that reflects their own beliefs and values, or that helps them to explore and develop different aspects of their identity.
3. Social integrative needs: Individuals use media to connect with others, to be part of a larger social group or community, and to feel a sense of belonging and connection.
4. Entertainment needs: Individuals seek out media for emotional and psychological gratification, to relax, escape from daily stresses, and enjoy themselves through entertainment, humor, or relaxation.
Overall, the Uses and Gratifications Theory suggests that individuals are active agents in their media consumption, selecting and using media in ways that best satisfy their individual needs and desires.
Uses and Grafication theory meaning and four needs that are under this theory and their meanings
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