The Gratification Theory is the popular approach to target the mass media, it assumes that members of the audience are not passive but take an active role in interpreting the integrating media into their own lives. The use and gratification theory follows the basic model. It is an audience-centered gratifies a need. For example, in social situation, people may feel more confident and knowledgeable when they have specific facts and stories from the media to and to conversations. By seeking out media, a person fulfils a need informed.
In addition the gratification theory also shows and identifies the psychological & social needs of people as individuals.
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