Media dependency theory, also known as media system dependency theory, has been explored as an extension of or an addition to the uses and gratifications approach, though there is a subtle difference between the two theories. That is, media dependency looks at audience goals as the origin of the dependency while the uses and gratifications By applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media. This paper seeks to provide a better and more comprehensive understanding of why consumers use social media., - Exploratory study was conducted. 25 in‐depth interviews were conducted with 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 Uses and Gratifications Theory. Practitioners of the uses and gratifications theory study the ways the public consumes media rather than the effect media have on the public. First proposed by communication theorist Harold Lasswell in 1948, many other scholars have contributed to the development of this theory. could explain the role Let's look at five fundamental theories of mass communication: 1) the magic bullet theory, 2) two-step flow theory, 3) multi-step flow theory, 4) uses and gratification theory, and 5) cultivation theory. Magic Bullet Theory. The magic bullet theory (also called the hypodermic needle theory) suggests that mass communication is like a gun authenticity of uses and gratifications theory. Some prominent applications of U & G theory are as follows: Research: Researchers in field of mass communication often utilize uses and gratification theory for research purposes to explain the different dimensions of the media use by people and to describe the social and economic context of needs .

uses and gratification theory explained