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

Question

Quizplus · Accepted Answer

The uses and gratifications paradigm assumes that audiences are actively engaged and seek out media that fulfills their individual needs and desires, rather than being passive viewers who simply accept the messages encoded in media. This paradigm emphasizes the active role of the audience in interpreting and using media in ways that satisfy their needs. Therefore, option D is the correct answer.

What Does the Uses and Gratifications Paradigm of Media Consumption