Uses and gratifications theory
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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 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.
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