THE USES AND MISUSES OF USES AND GRATIFICATIONS1

Four conceptual problems require resolution if the uses and gratifications approach to mass communication studies is to be maximally productive: a vague conceptual framework; lack of precision in major concepts; a confused explanatory apparatus; and failure to view perception as an active process. Consideration of the current state of the uses and gratifications approach suggests the need for conceptual analysis if the approach is to unambiguously inform the research enterprise.