McQuail classified the following common reasons for media use:
Information
Personal Identity
Integration and Social Interaction
Entertainment
Uses and Gratifications - This theory is about 'what people do with the media' rather than 'what media does to people'. It 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 also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications.
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