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The Role of Theory in Uses and Gratifications Studies

Centre for Television Research and Reader in Mass Communications at the University of Leeds, England

Although the uses and gratifications approach lacks a single general theory, it is not inherently atheoretical, and the author suggests how progress can be made in dealing with four conceptual issues facing this tradition: the nature of the "active" audience; the role of gratification orientations in mediating effects; the social origins of media needs and uses; and the interest shared with students of popular culture in perceptions of and cognitions about mass media content formed by audience members.

Communication Research, Vol. 6, No. 1, 9-36 (1979)
DOI: 10.1177/009365027900600102


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