Uses and Gratification Theory
Uses and gratification theory UGT is an audience-centered approach that focuses on what people do with media as opposed to what media does to people. The Uses Gratification Theory looks at how people use the media to gratify a range of needs including the need for information personal identity integration social interaction and entertainment. Uses And Gratifications Theory Theories Mass Communication Psychology This is one of the models of media communication that we look at as part of Media Influence VCE Media U. . Uses and Gratifications Theory in Communications Uses and Gratification Theory UGT is a positivist approach- based theory and develops the understanding on how and why people actively use particular media to satisfy their needs. In the informa-tional field for example the surveillance function may be traced to a desire for security or the satisfaction of curiosity and the exploratory drive. Uses and gratification theory builds