Media dependency theory, also known as media system dependency theory, has been explored as an extension of or an addition to the uses and gratifications approach, though there is a subtle difference between the two theories. That is, media dependency looks at audience goals as the origin of the dependency while the uses and gratifications 2. DEFINITION The 'Uses and Gratification' theory deals with the effect of people on the media. The theory describes mass communication, as it provides an approach that is audience-centered. It deals with how and why people adopt specific media to satisfy their needs. Uses and Gratifications theorists explain why people choose and use certain Uses and Gratifications theory Most of the theories on media explained about the effects media had on people. It is the theory which explains of how people use media for their need and gratification. In other words we can say this theory states what people do with media rather than what media does to people. Employing the uses and gratifications (U&G) theory, this study tests a group of hypotheses through the use of partial least squares structural equation modeling (PLS-SEM). Uses and gratifications theory. The U&G theory aims to explain how a means of communication is used to satisfy needs and how stimuli explain certain behaviors (McCay-Peet Uses and Gratification theory provides an excellent foundation and relevance for research on motives of Facebook Usage. The EFA also resulted in 64.9% variance explained in Facebook usage gratification. In order to investigate the relationship shared between Facebook gratifications, Pearson correlation analysis was performed. Researchers employed the uses and gratifications theory in this case to reveal a nuanced set of circumstances surrounding violent media consumption, as individuals with aggressive tendencies were drawn to violent media. Because the media is one of the most important gauges of public opinion, this theory is often used to explain the 2SPE.

uses and gratification theory explained