David Gauntlett is a British sociologist and media theorist,
he specializes in studying contemporary media audiences, the every making and
sharing of digital media, and the role of such media in self-identity and
self-expression.
The theory focuses on communication at mass media scale. The
uses and gratifications theory discusses how uses choose media that will
satisfy given needs and allow one to enhance knowledge, relaxation, social
interactions and companionship. The theory assumes that audience members are
not passive consumers of media. UGT holds that audiences are responsible for
choosing media to meet their desires and needs to achieve gratification.
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