2025, Vol. 6, Issue 1, Part C
Uses and Gratifications Theory and Media Consumption Patterns
Author(s): Charan Kamal Walia
Abstract: The Uses and Gratification Theory (UGT) remains one of the most influential frameworks in media research, focusing on how audiences actively choose media to satisfy specific needs. In a rapidly evolving digital ecosystem—defined by social media platforms, streaming services, smartphones, and personalized algorithms—the relevance of UGT has deepened. This research paper examines the historical roots of the theory, its conceptual foundations, and its modern adaptations in understanding media consumption. It also explores gratifications related to digital communication, online communities, entertainment personalization, identity expression, and participatory culture, integrating empirical findings and contemporary examples. Tables and figures have been added to provide clarity and structural rigor.
DOI: 10.22271/27084450.2025.v6.i1c.138
Pages: 201-203 | Views: 410 | Downloads: 342
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How to cite this article:
Charan Kamal Walia. Uses and Gratifications Theory and Media Consumption Patterns. International Journal of Advanced Mass Communication and Journalism. 2025; 6(1): 201-203. DOI: 10.22271/27084450.2025.v6.i1c.138
