WEAKNESSES OF THE USES AND GRATIFICATION THEORY

      Uses and gratification is a theory that tries to outline the many reasons the audience have for using the mass media and the type of function the media can play in their lives.It is indeed enfactic without mincing words that this theory can not be without weakneses hence the following.
      The uses and gratification theory rejects the old approach that sees the media as the dominarian agent that easily manipulate the masses.This rejection by the theory i found to be unfortunate because as we speak today the media continue to influence how people eat,dress,walk ,speak and even behave in society.Hence the failure of this theory to recognize this problem create a big shortfall.
Another criticism will also be how the uses and gratification theory perceives the audience as active instead of passive.Here per my own careful analysis, the audience do not in any way contribute to whatever they consume at the end of the day from the media. Therefore the theory referring to them as active is very unfortunate since one can only be active participant in something when they are phisically or other wise proven to have taken part.For instance if a media house sits down,planed a programme,aired that programme and the audience only consume it by watching ,listening or reading how then has the audience actively involved themselves.Hence the conclusion that indeed uses and gratification theory does not exist without weakneses.