What is: Uses and Gratifications Theory

Uses and gratifications theory is an approach to understanding why people seek out certain types of media to satisfy their needs. It is an audience-centered approach to understanding mass communication.

Uses and gratifications theory asks the question "what do people do with media?" and "why do people seek it out?"

Blume and Kat's theory assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory suggests that civilians use the media to fulfill specific gratifications.

This can be applied to music videos where people watch music videos to fulfill certain needs and gratifications, it also suggests that people find these needs satisfied through the artist of the music video, the music or the way that is made and the message it presents.