`audience-behavior` ile İlgili Madde Sonuçları

Uses and Gratifications is a communication theory that argues individuals actively engage in media consumption to fulfill their needs and achieve satisfaction. Developed in the mid-20th century, this approach suggests that audiences are not passive recipients but rather make conscious media choices. It is used in fields such as communication studies, psychology, and sociology to understand the individual and societal effects of media. Historical Development of the Uses and Gratifications Theory