Question

What is Uses and Gratification theory?

Answer 1

[AI-generated answer — Bot GPT 3.5]

Uses and Gratification theory is a communication theory that focuses on how individuals actively seek out media to satisfy their needs and desires. It proposes that audiences are not passive consumers of media, but rather they choose to engage with specific forms of media in order to fulfill certain needs, such as information, entertainment, social interaction, or personal identity. This theory suggests that individuals use media to gratify their needs and that their choices are based on their own preferences, motivations, and social context.