The explanation of why individuals actively seek out specific media content to satisfy particular needs or desires is a core concept in communication studies. It focuses on audience agency and the motivations behind media choices, shifting the focus from what media does to people, to what people do with media. For example, an individual might choose to watch a documentary to gain knowledge, listen to music to relax, or engage with social media to connect with others.
Understanding the rationale behind media consumption provides valuable insights for content creators, marketers, and researchers alike. This perspective allows for the development of more relevant and engaging media products, targeted communication strategies, and a deeper comprehension of audience behavior. Tracing its roots back to the mid-20th century, this approach emerged as a counterpoint to more deterministic models of media effects, emphasizing the active role of the audience in the communication process.
