Uses and Gratifications Theory (UTG)

This is the theory used to match up the why and how specific media is matched up with certain needs. In other words focusing on the audience we intend to deliver the content to and choosing what type of media would be appropriate in order to successfully deliver the content. Furthermore it is the psychological effect that media has on the viewers and this theory focuses on this aspect. In summary it is ideally the motive behind the choice of media that suites each individual.