Beyond Audience Empowerment: Revisiting Uses and Gratifications Theory in Evolving Media Landscapes
Year: 2025
Type: article
Abstract: Uses and gratification theory is based on the concept of “gratifying the needs through the use of media”, and theory has an “audience-centric” approach. In 1969, Blumler and McQuail initiated the work of understanding the motivational factors behind watching political programs by people during the United Kingdom elections of 1964. Afterwards, the work was carried by Blumler along with his colleagues for future work on Uses and Gratifications theory. The study examines all the possible dimensions of U&G theory as well as the areas where it is applicable. For this purpose, different articles, research papers and books have been considered to provide precise, however healthy information on U&G theory, while concluding it on the future direction along with certain recommendations. Moreover, this study also discusses the application of U&G theory on various mediums including TV, radio, internet, social media, advertising, news, music, video games, e-consumer behavior and its validity in the 21st century.
DOI: 10.63468/jpsa.3.1.66
Authors: Isma Anum, Amna Zulfiqar
Institution: National University of Modern Languages
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4411538930