`media-usage` Related Article Results

Uses and Gratifications Theory is a communication theory that posits individuals consciously select their media consumption based on deliberate preferences. The foundations of this theory were laid in the 1940s and it was further developed in the 1970s by Elihu Katz, Jay Blumler and Michael Gurevitch. According to the theory, individuals choose and consume media content to fulfill various psychological, cognitive and social needs. This approach emphasizes an active and conscious model of media c