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Uses and Gratifications Theory in the 21st Century Form

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have you ever considered what motivates you to tune into your favorite tv show every week why you spend hours scrolling through social media or what causes you to tune into the same news source time and time again the question of what motivates our media consumption is at the heart of uses and gratifications theory this theory was developed in the middle of the 20th century and is defined by its leading researchers as a study of the social and psychological origins of needs which generate the expectations of the mass media or other sources which lead to differential patterns of media exposure resulting in need gratifications and other consequences put more simply uses and gratifications theory is the study of the needs that motivate us to consume media what causes us to believe a certain media will meet our needs and what happens when these needs are met uses and gratifications theory is focused on active choices made by the audience and seeks to understand how and why these choices ar

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