WEAKNESSES IN THE USERS AND GRATIFICATION THEORY

The Uses and Gratification Theory is the first theory that sees the mass or audience as capable of thinking and making their own decisions. The idea is that the masses use the media to satisfy their psychological needs.
The media, however, despite the wide variety of choices the audience can choose from, are the ones who choose what to produce to the masses.
Also, the media may include its biases, perceptions and idealogies in its messaages that will be transferred to the masses who will then be influenced by it.
Finally, the theory takes into account individualistic nature, an individuals psychologically gratification that he/she gains from the media and ompletely ignores the social context of the media.