Uses and Gratification Theory

Uses and Gratification theory is a theory that is very popular that explores the medias mass communication. The producer focuses more on the audience than anything else, they focus on the audience by asking "what people do with media" over "what media does for people". The media producer assumes that their audience isn't passive but they do take an active role into adding and using media in our every day lives. The theory says that different medias try to fulfill specific gratifications to their audience, and how different medias will compete to gain viewer Gratification.