Uses and gratification theory is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. This theory aims to understand why people seek out the media that they do and what they use it for. It is very different from the other theories since, people have the power over their media usage, rather than positioning individuals as passive consumers of media.
Thus, the study of how media affect people must take account of the fact that people deliberately use media for particular purposes . There is this typology classification scheme that attempts to sort a large number of specific instances into a more manageable set of categories. There are 8 typologies in this theory, it also holds that audiences are responsible for choosing media to meed their needs
Communication Theory 