In my assignment, I will tell you about the “uses and gratification theory”. This theory is different and unlike other mass media theories. Other theories mainly focus on the effects of media on audiences. They do not take power from consumers or the public. The U and G theory therefore describes the effect of audience on the media. It is not one-sided but the effect is twofold. This theory says that audience also has effects on media. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay. Uses and gratification is completely opposite to other theories. The term used to describe the public is that they are very active, they know how to use the media. to meet their wishes, desires or needs. Unlike other theories that show that all the power resides in the media, this theory basically says that no, that's not the case, it's the public that has all the power and the media literally has no power over the public. In other words, we can say that this theory does not focus on the effects of mass media on people, but rather on the public's reaction to these media. Now the first question that comes to our mind is where did all this come from? uses and gratification” where the name actually comes from. Well, this media server has a purpose, so it will cater to a use, to the public or to people who have needs or wants that need to be met or, in other words, satisfied. This is why the public turns to mass media to meet or satisfy their needs. So we got our answer as to the origin of the name. Now the second question that arises is what is the history of the theory. So let's talk about it. This theory was not born in a single period, but appeared in several phases and by many people. The first time was in the United States in the 1940s. It was Harold Laswell's reaction to the hypodermic needle model. He questioned this model. After being questioned, he then proposed or presented the four functions of media. He said that there are 4 things that media fulfills and that is why media is used by the public. Laswell's 4 functions of media include these points. Surveillance: inform people, give them information about what is happening near him and also around him. the world.Personal Identity: People find some sort of ideal or role model by watching the media. They want to learn from this character and also want to compare themselves to these role models. Personal relationship: People are emotionally affected by certain characters they see in the media. The experiences they see in that character establish a connection or relationship with that character. Diversion: We use media to distance ourselves from the harsh realities of the world and enter the frictional world of media. They want to escape or get rid of sadness, they spend their time entertaining themselves through the media. After the Laswell model of the 1940s in the 1970s, 3 social scientists, namely Bulmer, Katz, and Gurevitch, explained the Laswell model or the research done by Laswell in more detail. They presented a theory that audiences determine how to use media to meet their needs. They also say that the public has power over the media. If the audience is not satisfied, not entertained or does not like the content, they do not watch that content, so the media is forced to change the content because people do not.