# The Uses and Gratifications Theory The uses and gratifications theory is a theory in mass communications that states that people consume media in order to satisfy specific needs or desires. It shifts the focus from what media does to people to what people do with media, seeing audiences as active participants rather than passive consumers of content since they deliberately choose media based on said needs or desires. Those needs and desires can be broadly grouped into: - Information: people consume media to learn what's happening in the world - Education: people consume media to acquire knowledge or skills - Personal identity: people consume media to reinforce their values, beliefs, or sense of self - Integration and social interaction: people consume media to connect with others and feel part of a community - Entertainment: people consume media for relaxation/enjoyment