Second, U&G theory not only focuses on motives but also describes other psychological effects and media selection behaviors. As Lin (1996: 574) argued, it permits researchers to investigate 'mediated communication situations via a single or multiple sets of psychological needs, motives, communication channels, communication content, and psychological gratifications within a cross-cultural Uses and gratifications theory has also been used extensively within the study of politics and the dissemination of political messages (Blumler and McQuail, 1969; McLeod and Becker, 1974). While widely used in other disciplines, uses and gratifications theory can also be relevant in helping to explain social media uses. According to Chen (2011), the uses and gratifications approach is an important element of social media studies, since it focuses on people's psychological and social needs in order to understand The active accesses of information in the context of the uses and gratifications theory explain the fact that the audience as users searches the media contents for their gratification. This theory is an analysis of active audiences for the needs and interests of the process of receiving media messages. There are two worlds now, the pre-COVID-19 Abstract. The theory of 'uses and gratifications' does not resolve the problems raised by the attempt to place different types of audiences on a continuum of social cohesion; indeed, it was not explicitly evolved to tackle these problems. Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. This theory asserts that people are active media users who are motivated to select media to gratify specific needs. Origin In particular, insights from uses and gratification theory in the realm of TikTok are highlighted, and we also discuss aspects of the TikTok platform design. Further theories need to be mentioned, which can explain why people are using the TikTok platform: Social Impact Theory and Self-Determination Theory. To our knowledge, these theories Excellent responses in the top mark band will typically explain two or more uses and gratifications of video games, showing clear, detailed understanding of the theory in its relevant application, and choosing relevant examples of how The Lego Movie Game offers these uses and gratifications. In short, uses and gratification theory can be explained as how users use media actively to fulfil their needs and gratification, and it is contrastly to the magic bullet theory which states the audience is passive and vulnerable. Uses and gratification has 3 assumptions. Firsly, the audience play an active role in choosing the media preferred. Among motivation theories applied to SMA the Theory of Uses and Gratification has been one of the most prominent. Uses and Gratification theory suggests users make a rational choice (reflective decision-making) to engage or modify their usage of communication media based on their psychological needs or motives (Rrustemi et al., 2021). ence uses and gratifications is not immediately apparent. The com-mon tendency to attach the label "uses and gratifications approach" to work in this field appears to virtually disclaim any theoretical pre-tensions or methodological commitment. From this point of view the approach simply represents an attempt to explain something of Employing the uses and gratifications (U&G) theory, this study tests a group of hypotheses through the use of partial least squares structural equation modeling (PLS-SEM). Uses and gratifications theory. The U&G theory aims to explain how a means of communication is used to satisfy needs and how stimuli explain certain behaviors (McCay-Peet authenticity of uses and gratifications theory. Some prominent applications of U & G theory are as follows: Research: Researchers in field of mass communication often utilize uses and gratification theory for research purposes to explain the different dimensions of the media use by people and to describe the social and economic context of needs Uses and gratifications theory. Uses and gratification theory is the widely used theoretical framework to understand why people use a particular media. It focuses on the motives for media use and factors that influence the motives and outcomes of media-related behaviour (Papacharissi & Rubin, 2000). Media dependency theory, also known as media system dependency theory, has been explored as an extension of or an addition to the uses and gratifications approach, though there is a subtle difference between the two theories. That is, media dependency looks at audience goals as the origin of the dependency while the uses and gratifications XEzHs28.

uses and gratification theory explained