Q1: What is Uses and Gratifications theory? A1: Uses and Gratifications theory studies how and why people use media and how people use media to fulfill certain needs.

Q2: What is the purpose of Uses and Gratifications theory? A2: The purpose of Uses and Gratifications theory is to explain why people use media and how media fulfills certain needs.

Q3: What are the four main categories of needs fulfilled by media according to Uses and Gratifications theory? A3: The four main categories of needs fulfilled by media according to Uses and Gratifications theory are information, entertainment, escapism, and social interaction/connection.

Q4: What is the main difference between traditional and media-related gratification? A4: The main difference between traditional and media-related gratification is that traditional gratification is seen as being satisfying in its own right, whereas media-related gratification relies on the media to satisfy the need.

Q5: How does Uses and Gratifications help us to better understand media consumption? A5: Uses and Gratifications helps us to better understand media consumption by studying the motivations and needs that drive people to use media and what effects this has on their lives.

Q6: How does the gratification process work? A6: The gratification process begins when an individual has a need or an urge that prompts them to seek gratification. They then seek out the media that can fulfill this need and use it to do this. Finally, the individual assesses the success of the media in providing satisfaction.

Q7: What is the difference between active and passive media use? A7: The difference between active and passive media use is that active media use involves deliberate engagement with and intentional use of the media, whereas passive media use involves uninhibited exposure to the media with little or no consideration of the source or content.

Q8: What is the advantage of studying media through a Uses and Gratifications perspective? A8: The advantage of studying media through a Uses and Gratifications perspective is that it allows us to understand how people are using media and how the media is influencing our decisions and behavior.

Q9: What is media non-use? A9: Media non-use is the concept of people choosing not to use media, either deliberately or accidentally.

Q10: What are some criticisms of Uses and Gratifications theory? A10: Some criticisms of Uses and Gratifications theory include that it does not consider how media influences us beyond our individual uses and preferences and assumes that people using media are rational and in control of their consumption.