Uses and Gratifications Theory | Mass Communication Masterclass | Lecture 32

Uses and Gratifications Theory

In this video, we will discuss the Uses and Gratifications theory, a communication theory that states that people actively select media to satisfy their needs and interests.

We will start by defining the theory and discussing its history. We will then explore the different needs and gratifications that people seek from media. We will also discuss the criticisms of the theory and its limitations.

Finally, we will talk about how the Uses and Gratifications theory can be used to understand the effects of media on people.

This video is for anyone who is interested in learning more about the Uses and Gratifications theory. It is also a valuable resource for communication researchers and students.