Uses and Gratifications Uses and Gratifications Theory is a popular approach to understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself by asking "what people do with media" rather than "what media does to people" (Katz, 1959). It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meeting their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information and sources for viewers' gratification. (Katz, E Blumler, J G.& Gurevitch, M. 1974). Basic Model It is suggested that the uses and gratification theory has to fulfill one of the following need when we choose a form of media: Identify - being able to recognize...