Uses and gratifications audience – UGC NET Question

Uses and gratifications theory emphasises that audiences actively select media to satisfy specific needs and motives. A study investigating why students choose particular apps to meet learning needs applies this perspective. It focuses on user motives rather than powerful media effects. Thus uses and gratifications is the correct label.

Option A:
Cultivation theory looks at long term perception changes due to TV viewing,not immediate choice motives.

Option B:
Uses and gratifications is correct because the study focuses on users’ reasons and needs driving media/app selection.

Option C:
Magic bullet theory assumes passive audiences who are directly affected by media messages,which is opposite to the active choice assumption.

Option D:
Hypodermic models similarly treat audiences as passive recipients of strong direct effects rather than active choosers.