Rather than looking at what media do to us, the uses and gratifications perspective focuses on what we do with media—that is, the way we make media choices (uses) in order to satisfy our needs and goals (gratifications) (Blumler & Katz, 1974). We might watch comedies or fantasy to escape our troubles at work, or we might search the Internet for updated information on local tornado warnings. In fact, media are competing with ways to meet our needs—when we are feeling lonely, we can get together with friends or phone a family member. Media are also competing with each other—we can check Facebook, watch a beloved TV character, or tune in to our favorite sports commentator (Dimmick, Chen, & Li, 2004).

Of course, what solves loneliness for you might just be escape or entertainment to me. It’s all in the individual’s perceptions of the media choices available. For example, studies of gender and video game use find that male college students play for far more hours than do females. Both men and women report that they are motivated to play by the desire to beat the game, but men are more motivated by the value of the game for competition and social interaction with other guys (Greenberg, Sherry, Lacklan, Lucas, & Holmstrom, 2010; Lucas & Sherry, 2004). Women presumably prefer other options for social interaction.

When we come to expect that media will serve certain needs, it can lead to media dependence (Ball-Rokeach, 1998). Certainly in times of crisis, such as during emergencies like earthquakes, tornadoes, and blizzards, most of us become dependent on media for information and connection to the world. But even without crisis, many people find that they depend on media for specific needs. One national survey found that one-third to one-half of respondents said that they depend on the Internet for in-depth information about health, science, or business issues on a weekly basis (Riffe, Lacy, & Varouhakis, 2008). Some people have become so obsessed with playing online video games that Internet Gaming Disorder was recently included by the American Psychiatric Association as a condition that warrants further research (Internet Gaming Disorder, 2013). This research suggests that what the viewer or listener brings to the media experience is important.