Uses and Gratifications

Uses and Gratifications theory was one of the first theories to assume an active audience is consuming the media put before them. The theory's whole premise lies in the assumption that people know why they are consuming the media they choose. Our meme sheds light on how it is incorrect to generalize the reasons why people consume media, since each audience member makes a conscious decision about why they are consuming the media. This meme alludes to Facebook and other social networking sites, and how it is difficult to decipher the motives most people have in using these kinds of social media. According to the theory, each individual has a personal reason and makes the decision knowingly.