This model is probably one of my favorites and one that I have heavily used in my past research projects. I even gave a presentation over this model in one of my classes last semester. With social media and digital media, the uses and gratifications model can be applied to so many different studies on these topics because people do consume the media for different reasons.
Audience activity is the main part of this model because they are the ones consuming the media to satisfy their needs. This model suggests that people use media to get information, to communicate with others and for entertainment.
This is true on my part because I personally use my social media accounts to either get my news, stay connected with friends and of course it’s also a form of entertainment. I think a big part that helps with this model is smartphones. People are always connected to the media and can consume how much and how long they want to.