Proponents of the argue that consumers are an active, goal- oriented audience that draws on media as a resource to satisfy needs (rather than passive receivers' of messages).
A) means- end chain model
B) interactions theory
C) uses and gratification theory
D) active receptacles theory
E) communications interactions theory

Question

Quizplus · Accepted Answer

The uses and gratification theory suggests that consumers actively seek out media to fulfill specific needs and desires, viewing them as active participants rather than passive recipients.

Proponents of the Argue That Consumers Are an Active, Goal-