Uses and gratifications 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 instead focuses on "what do people do with media?" It postulates that media is a highly available product and the audiences are the consumers of the same product. This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. The driving question of UGT is: Why do people use media and what do they use them for? UGT discusses how users deliberately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape. UGT assumes that audience members are not passive consumers of media. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives. Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification. This theory would then imply that the media compete against other information sources for viewers' gratification. UGT has a heuristic value today because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed". Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. Beginning in the 1940s, researchers began to see patterns under the perspective of the uses and gratifications theory in radio listeners. Early research was concerned with topics such as children's use of comics and the absence of newspapers during a newspaper strike.