Rubin (1994) outlines the potential for U&G to explain consequences of media use by stating that "concepts such as needs, motives, uses, and gratifications sought are used in an equivalent manner as antecedents to behavior; effects, consequences, gratifications obtained, and outcomes appear as consequents of the behavior" (p. 424). When
Uses and Gratification Theory is rooted in traditional mass communication research on how a specific media is sought and selected in order to provide their needs (Katz, Blumler, and Gurevitch
Uses and Gratifications Theory. Practitioners of the uses and gratifications theory study the ways the public consumes media rather than the effect media have on the public. First proposed by communication theorist Harold Lasswell in 1948, many other scholars have contributed to the development of this theory. could explain the role
The uses and gratifications theory is utilized as a starting point for observational research that serves in getting the researchers closer to the uses and motives for using social media. [54] explained that social media sociability gives the chance to develop connections, and the number of friends, contacts, and confidantes has grown at a

Among motivation theories applied to SMA the Theory of Uses and Gratification has been one of the most prominent. Uses and Gratification theory suggests users make a rational choice (reflective decision-making) to engage or modify their usage of communication media based on their psychological needs or motives (Rrustemi et al., 2021).

The uses and gratification theory is a media theory that suggests that people use media to fulfill specific needs and gratify certain desires. According to this theory, people actively find and consume media that serves specific goals or satisfies certain needs rather than passively accepting whatever media is available to them. The Benefits Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. Stage 1: The basic premise dating back to the 1940s . Beginning in the 1940s, researchers began to see patterns under the perspective of the uses and gratifications theory in radio listeners. Researchers employed the uses and gratifications theory in this case to reveal a nuanced set of circumstances surrounding violent media consumption, as individuals with aggressive tendencies were drawn to violent media. Because the media is one of the most important gauges of public opinion, this theory is often used to explain the
Uses and gratification theory gives you the view that media are always functional to the people. This way it offers a justification for the way medias are organized. Advantages of uses and gratification theory. In this section, we will explain the advantages of the theory we have discussed so far. It tells you what audience can do with the media
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    • uses and gratification theory explained