It suggests that media consumption is a goal-directed activity and that individuals actively seek out media content to fulfill specific needs or desires.

According to this model, individuals use media to satisfy a range of needs and gratifications, including information, entertainment, personal identity, social interaction, and self-esteem.

The model suggests that the specific needs and gratifications that individuals seek from media content are shaped by their personal experiences, values, and beliefs, as well as their social and cultural context.

The Uses and Gratifications Model has been influential in shaping our understanding of why individuals engage with media content and has been applied to a wide range of contexts, including advertising, political campaigns, and social media use.