Uses and Gratifications theory (UGT)

Uses and gratifications theory is an approach to understand why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. Diverging from other media effect theories that question 'what does media do to people?' UGT focuses on 'What do people do with media'

The driving question UGT is: Why do people use media and what do they use them for?
UGT discusses how users delibeately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape.

It assumes that audience members are not passive consumers of media. Rather, the audience has power over the media consumption and assumes an active role in interpreting and integrating media into their own lives. Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification. This theory would then imply that media compete against other information sources for views' gratification.

In summary this is all about the audience

• being active
• the audience has the power of their own interpretation
• their own understanding