2. About the theory The uses and gratifications theory is a new different way to understanding mass communication. The theory looks at howfocus audiences watch/consume media on a daily basis. The theory explains that audiences are taking an active role in watching and interpreting and also changing the style ofthe media that weconsume on a regular basis. The theory also explains that consumers also make their own choices about what they want to watch. Audiences are not passive. The uses and gratifications theory is a basic model and was developed from the 1940’s, at first with radio listeners. In 1974 the key people that researched into the theory were Gurevitch, Bulmer and Katz researched further into the theory, and eventually concluded that other forms of media compete against each other to gain more viewers.
