Влияние на теорията „използване – удовлетворение“ върху активната аудитория
Influence of the "use-satisfaction" theory on the active audience

Author(s): Maria Popova
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: active audience; content; media; needs; “uses and grati昀椀cation” theory
Summary/Abstract: The “uses and grati昀椀cation” theory presents the choice of media audience to use this media content that mostly satis昀椀es its informational and communicational needs. The models for the media content creation, its speci昀椀cs, and realization are a response to the audience's needs. The online space puts the active audience behavior in a privileged position, as far as it determines not only the circulation of the content but also its production. The audience creates, distributes, and consumes content itself. The understandings, emotions, and behaviors of online users are relevant to the extent of their engagement with the media messages. The traditional media concepts that audience motivations for grati昀椀cation are derived from the availability or not of the various media channels have been changed. The online audience chooses what, when, and how to be informed.

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