Uses and gratifications theory applies to social media because of its roots in the communications literature. Social media is a communication mechanism that allows users to communicate with thousands, and perhaps billions, of individuals all over the world (Williams et al. 2012). explained the uses and gratification of social media. Their Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. Stage 1: The basic premise dating back to the 1940s . Beginning in the 1940s, researchers began to see patterns under the perspective of the uses and gratifications theory in radio listeners. Keywords: Uses and Gratification Theory; Social Networking Sites; Higher education students; Motivation Introduction Social networking sites (SNSs) have entered peoples daily life with amazing rapidity to become an important social platform for computer-mediated communication (Correa, Hinsley, & de The Uses and Gratifications Theory is a communication theory that was first introduced in the 1940s and 1950s. The theory is based on the idea that people actively choose and use media to fulfil individual needs and desires. Furthermore, it argues that people are not passive consumers of media. Variance explained by the model: R 2 =0.263 (26.3%) R 2 =0.320 (32%) Interestingly, broad social media use motives produced strong effects, which is in line with findings from uses and gratification theory (Blumler and Katz, 2020), for instance showing that among others, social motives play an important role in understanding social media Criticisms of the uses and gratifications model of audience effects. There is a lack of substantive research which supports this theory. Marxists argue it exaggerates audiences' capacity to interpret media content, ignoring the power of agenda setting. Postmodernists argue there are an even wider set of uses individuals make of media. ABSTRACT. Uses and gratifications is a media user-centered theory of media use and effects. As a media theory, uses and gratifications posits that people choose from among media and other communication channels to satisfy their needs and desires. The Uses and Gratifications Theory is a Mass Communication theory that focuses on the needs, motives and gratifications of media users. The theory states that media consumers are NOT passive consumers of mass communications; rather, they play an active role in media consumption. Uses and Gratifications Theory. The first major theory used to explain CMC is the uses and gratifications theory. Uses and gratifications theory was originally devised in the mid-1970s to explain why people use the types of mass media they do.55 The basic premise of the theory is that people choose various media because they get something out of that media, or it makes them happy in some way. Uses and Gratifications Theory. Practitioners of the uses and gratifications theory study the ways the public consumes media rather than the effect media have on the public. First proposed by communication theorist Harold Lasswell in 1948, many other scholars have contributed to the development of this theory. could explain the role LTaklFa.