KnowraUses and gratifications theoryLinked fromLinked fromThe 10 pages that link to Uses and gratifications theory, each with the reason it gives.All 10Related 3Compared with 7Agenda-setting theoryCompared with: It shifts attention from media influence to audience motives and choices.Political communicationCompared with: It shifts emphasis from message effects to audience choice and purpose.Media effectsCompared with: Shifts emphasis from what media do to audiences toward what audiences do with media.Mass communicationCompared with: It shifts attention from media effects alone to what audiences actively seek.Audience receptionRelated: It shifts attention from media effects to audiences’ motives and activities.Cultivation theoryCompared with: It emphasizes audience choice, unlike cultivation’s focus on accumulated exposure.Media studiesRelated: It examines why people select particular media and how they use them.Two-step flow of communicationCompared with: It shifts emphasis from intermediaries’ influence to audiences’ media choices.Media psychologyRelated: It treats audiences as active selectors rather than passive recipients.Social aspects of televisionCompared with: It contrasts accounts of television influence centered on viewers’ choices and purposes.