The uses and gratification theory

• The uses and gratification theory assumes audience actively seek out media which will satisfy their needs.
• The theory looks to answer three questions; What do people do with media?, What are the underlying motives for using said media?, What are the pros and cons of individual media use? 

Why/how do we consume media;

• information; Finding out about relevant events and conditions in surrounding and society, seeking out advice.

• personal identity; reinforcement of personal values, gaining insight into ones self.

• integration and social interaction (personal relationships e.g. discussing current affairs); empathy, identifying with others and gaining a sense of belonging, finding a basis for conversation and social interaction, having a substitute for real-life companionship.

• entertainment; escapism, relaxing, filling time, emotional release, sexual gratification. 

• education; empathy, identifying with others and gaining a sense of belonging, finding a basis for conversation and social interaction, having a substitute for real-life companionship.

• escapism; escaping from ordeal of day.