Uses and gratifications theory in social network sites studies

Abstract EN

During the 1940s, the perception of the consequences of individual differences and social inequality, and the perception of media-related behavior led to the beginning of a new perspective of the relationship between the public and the media.

This was a shift from public opinion as a passive element to the selection of preferred messages and The media, this was a reaction to the concept of the power of the media as in bullet theory, the theory of transmission of information in two stages, and the theory of uses and saturation based on the assumption of active audience focused on how the media responds to the motives of the needs of the public.

What does the audience do by the media? In this article we will talk about the transformation and the development of the media, which in turn changed the prevailing perception of the negative audience, to an active and interactive audience.