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Preferred term

uses and gratifications theory  

Definition

  • Uses and gratifications theory is based on these basic ideas: that media audiences are active rather than passive; that their media choices depend on perceived needs, satisfactions, wishes, or motives; and that audiences are formed on the basis of similarities of need, interest, and taste. The primary questions to be answered with uses and gratifications research are why do people choose certain media and not other media, and what are the rewards derived from attending to these media? Media may be a medium such as television or a subset such as a program type or a specific television program. [Source: Encyclopedia of Children, Adolescents, and the Media; Uses and Gratifications Theory]

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https://concepts.sagepub.com/social-science/concept/uses_and_gratifications_theory

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