Question

Explain uses and gratification theory and also explain why users are called active consumers?

Answer 1

Answer:

Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. ... Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification.

Answer 2

Answer:

Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication.[1] Diverging from other media effect theories that question "what does media do to people?", UGT focuses on "what do people do with media?"[2] It postulates that media is a highly available product and the audiences are the consumers of the same product.

Explanation:

The active consumers are perhaps the type of people termed connectors by Gladwell in The Tipping Point. They are socially active and have a large network with which to share and distribute information. ... Ultimately, an active consumer is an opinionated aggregator