A conceptual framework in communication studies focuses on why individuals actively seek out specific media content and how they employ that content to fulfill particular needs and desires. This approach posits that audiences are not passive recipients of media messages but rather active agents who make deliberate choices based on their individual motivations and goals. For instance, an individual might choose to watch a news program to stay informed about current events, or they might play a video game to relieve stress. The core idea is that media consumption is a goal-oriented behavior.
The significance of this perspective lies in its recognition of audience agency and the diversity of motivations underlying media choices. It moves beyond the notion of a monolithic audience uniformly affected by media and instead acknowledges the complex interplay between individual needs, media characteristics, and the resulting gratifications. Historically, this framework emerged as a counterpoint to earlier theories that emphasized the powerful and potentially manipulative effects of mass media. It shifts the focus from what media do to people to what people do with media.
