Uses and gratification theory

 The uses and gratification theory states that the audience uses media to meet their own specific wants and needs. This theory from Bumlee and Katty suggests that the audience is or must be the one to have control over their media consumption such as Youtube and Netflix are an example of the uses and gratification theory as here the consumer watch what they want to, unlike tv channels.

The objectives of this theory are to meet or show the relation of mass with communication and how it satisfies their needs. Find out the primary use of media by the audience and to know the positive and negative side of media and the users.