Audience: Use and Gratification Theory

Uses and Gratifications Theory is a popular approach to understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself. 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.

An example of this is diversion and escapism which is a reason people watch films as they get to distract themselves from the pressures of the real world and can watch other people have to deal with problems.