Product Description
Uses and Gratification Theory
Uses and Gratification Theory is an approach used to understand the reason and how people actively seek out some given media to satisfy their special needs. Mainly, this is an approach which is audience-centered for mass communication. This method shows how and why people have adopted some specific media in order to satisfy their needs (Rubin & Windahl, 1986). It pays attention on the on how the media has a limited effect on their audiences due to the audiences’ ability to control media…