Uses and Gratification (Weaknesses and Strengths)
One influential tradition in media research is referred to as 'uses and gratifications' (occasionally 'needs and gratifications'). This approach focuses on why people use particular media rather than on content. In contrast to the concern of the 'media effects' tradition with 'what media do to people' (which assumes a homogeneous mass audience and a 'hypodermic' view of media), U & G can be seen as part of a broader trend amongst media researchers which is more concerned with 'what people do with media', allowing for a variety of responses and interpretations. However, some commentators have argued that gratifications could also be seen as effects: e.g. thrillers are likely to generate very similar responses amongst most viewers. And who could say that they never watch more TV than they had intended to? Watching TV helps to shape audience needs and expectations.
U & G arose originally in the 1940s and underwent a revival in the 1970s and 1980s. The approach springs from a functionalist paradigm in the social sciences. It presents the use of media in terms of the gratification of social or psychological needs of the individual (Blumer & Katz 1974). The mass media compete with other sources of gratification, but gratifications can be obtained from a medium's content (e.g. watching a specific programme), from familiarity with a genre within the medium (e.g. watching soap operas), from general exposure to the medium (e.g. watching TV), and from the social context in which it is used (e.g. watching TV with the family). U & G theorists argue that people's needs influence how they use and respond to a medium. Zillmann (cited by McQuail 1987: 236) has shown the influence of mood on media choice: boredom encourages the choice of exciting content and stress encourages a choice of relaxing content. The same TV programme may gratify different needs for different individuals. Different needs are associated with individual personalities, stages of maturation, backgrounds and social roles.
Uses can be defined as

Gratification is also defined as the state of gratifying, or pleasing the either the mind, the taste, or the appetite , as the gratification of palate, of the appetites, of the senses, of the (one’s) desires, of the heart (an individual).It is also that ‘which affords pleasure, satisfaction, delight, enjoyment or fruition.
Uses and Gratification Theory is the idea that, the audiences of mass media texts actively use these to fulfill a complex set of needs, For example, to gain information, to be entertained, to discuss with others as a “social facilitator”, to explore ideas among other functions.

DISADVANTAGES
 Uses and Gratifications Theory has been criticized as “vulgar gratificationism”. It is individualistic and psychologistic tending to ignore the socio-cultural context.
 Zillman (cited by Denis McQuail, 1987: pg236) has shown the mood of influence on media choice. Boredom encourages the choice of exciting contexts and stress encourages the choice of relaxing contexts, so what happens to the other contexts?
 Arguments arose that, people’s needs influence how they use and respond to a medium. For example, a sad person will on no condition listen to a program where listeners phone in to express and extend their condolences to bereaved personality.
 U and G theory is often too individualistic. It makes it too difficult to predict beyond the people.
 The cornerstones of U&G theory, the notion of an active audience and the validity of self-report data to determine motives, are assumed by researchers, and that assumption may be “a little simplistic or naive” (Severin &Tankard, 1997, p. 335).Thus, some critics continue to argue that traditional U&G methodologies, particularly those dependent on self-reported typologies and relying on interpretation of lifestyle and attitude variables rather than observable audience behavior, are suspect(Rosenstein & Grant, 1997).

Works Cited:
Zillman, Denis McQuail, et al.

Dependency Theory and the INTERTWINE
The Dependency Theory says the more a person becomes dependent on the media to fulfill his needs, the media will become more important to that individual. The media will also have much influence and power over that individual. If someone is so dependent on the media for information, and the media is that individual’s ONLY source of information, (entertainment, means of/for relaxation, etc.), then it is easy to SET the AGENDA. The individual falls victim to the Agenda Setting(Media Addiction). (Three theories intertwine here. These are, Agenda Setting, Uses and Gratification and Media dependency Theories. Sandra Ball – Keach and Melvin Defleur, 1976).
The Media Dependency Theory merged out of the communication discipline. The Uses and Gratification Theory identifies how people use and become dependent on the media. Some reasons people depend or rely on the media are for information, entertainment, parasocial relationships, physiological, psychological, etc. Unfortunately, dependence on the media to satisfy these needs lead to SMA, Social Media Addiction.
On a personal basis, I depend on the media (a particular radio program daily) to gratify my health, psychological, marital, educational, needs, just to mention a few. As per my health needs, it began one Friday evening when I was beside my radio set listening to music to ENTERTAIN me. I had to tune in to another station since the one I was listening to had veered to another class of music which I didn’t enjoy. Whilst tuning, I heard “…kidney problems…” I paused to listen some more, not to mean I was a victim of kidney problems. The man continued to say that, “…until Ghanaians stopped eating chunks of meat, they will not be free from kidney and lung diseases.” I got more interested, listened some more and before I realized, he said “Nyame ye yen adom a,ye be toaso Edwoada”. It was then I realized I had been lost in the program. On a Monday the next week, I found myself ready to listen to the program ten minutes earlier. After the third time of listening to it, I had become so health conscious unconsciously as regards the food I eat, when, where, etc. Till date, I depend on the particular radio program and host for updates on food and health related issues. On days that I miss the program, I find myself calling the host for updates. If he is not able to GRATIFY my needs, I go after the presenter since he is within my reach either on phone or on interpersonal basis.
On another note, I depend on the media (radio again) for education on emotional, marital issues. I have become so addicted that on nights that the program is held, I’m not able to sleep until it begins and ends. The program has over the past eight years prepared me emotionally and psychologically for marriage and its requirements or expectations. Due to this exposure, I have become mentally, emotionally, sociologically, etc prepared for marriage and can’t afford to miss the subsequent RELATIONSHIP and MARRIAGE lectures on that station.