Uses and Gratification

The basic theme of Uses and Gratification is the idea that people use the media to get specific gratifications.

This is in opposition to the Hypodermic Needle model that claims consumers have no say in how the media influences them.

The main ideas of Uses and Gratifications model is that people are not helpless victims of all powerful media, but use media to fulfil their various needs.

These needs serve as motivations for using media.