What does the uses and gratifications paradigm assume about media audiences?

Question

Quizplus · Accepted Answer

The uses and gratifications paradigm assumes that media audiences are actively engaged and seek out media products that will fulfill their individual needs and desires. This approach emphasizes the audience's agency and ability to take control of media content to satisfy personal needs. Therefore, options A and B, which suggest that audiences are uncritical and passive, are not correct, and option C, which implies that audiences manipulate media content, is only partially true within the framework of the uses and gratifications theory.

What Does the Uses and Gratifications Paradigm Assume About Media