The framework that examines why individuals actively seek out specific media content and what personal satisfactions they derive from that engagement is a core concept in communication studies. It focuses on audience agency and the diverse motivations driving media consumption, shifting the emphasis from what media does to people to what people do with media. An instance of this could be someone watching news programs to stay informed about current events or listening to music to alleviate stress.
This approach provides valuable insights into audience behavior, helping researchers and media producers understand the complex relationship between individuals and the media landscape. Its historical significance lies in its departure from earlier, more deterministic models of media effects, acknowledging that audiences are not passive recipients but rather active agents in their media choices. Understanding these motivations allows for more effective communication strategies and tailored content creation.
