Uses and gratifications theory (UGT) proposes that people choose to consume certain kinds of media because they expect to obtain specific gratifications as a result of those selections. In contrast to other theories about media, UGT focuses on the media consumer rather than the media itself or the messages the media conveys.

Uses and gratifications had been for decades used by social science scholars to investigate and identify gratifications or motivations associated with audiences' use of traditional media such as radio, television, and newspapers.

Literature Review. Uses and gratification theory, first identified in the 1940s by Lazarsfeld and Stanton (1944), attempts to explain why mass media is used and the types of gratification that media generates. Gratification is a reward or satisfaction obtained by an individual. The theory relies on the belief that the audience is not merely a ^{In particular, insights from uses and gratification theory in the realm of TikTok are highlighted, and we also discuss aspects of the TikTok platform design. Further theories need to be mentioned, which can explain why people are using the TikTok platform: Social Impact Theory and Self-Determination Theory. To our knowledge, these theories} . 11 479 442 404 409 89 59 383

uses and gratification theory explained